To decrease graffiti and vandalization of energy company Fortums electrical junction boxes in city streets in Stockholm, Sweden.

Build Fortum brand by visualizing a CSR activity to create positive PR and enhance engagement within the target group. Every year graffiti and vandalization of electrical junction boxes in city streets costs more than $1.5 million.Research showed that art in public places and a well maintained urban environment leads to decreased vandalism. People have respect for other peoples’ artwork. The electrical junction boxes were popular for graffiti and guerrilla advertising. Could we turn this creativity into something that both reduced vandalism and increased the liking of the Fortum brand? We created the competition “Art on electrical boxes”. Anyone could upload their artwork and collect votes through social media. The ones who got most votes were posted on electrical junction boxes throughout the city.

One of Sweden’s biggest art events ever. More than 1,200 entries were uploaded and 179,000 people voted (9% of Stockholm’s total population).

Large publicity through PR and social media and big media reach with publicity in key media: 404 clippings reaching 3,700,937 people (out of 9 million) all over Sweden76% were positive towards the campaign55% felt the project was a good fit for Fortum.

The goal was to decrease graffiti and and vandalization and at the same time build the Fortum brand, without being authoritative. Target audiences were citizens of Stockholm and the media. Fortum maintains Stockholm’s electrical grid so the whole population of Stockholm are automatically connected and thereby clients of Fortum.

The electrical boxes themselves were the main media.14 Aug. – 26 Sept. 2011Events were held at art schools and electrical junction boxes throughout Stockholm were stripped, we asked people to help them look good, by uploading their artwork on the Fortum’s website and collecting votes through social media. 2 Oct. 2010The entries that got most votes were posted on electrical junction boxes throughout the city.

A jury headed by the Vice Mayor of Stockholm appointed a winner of the Fortum Cultural prize.2 Oct. 2010We arranged the world first ever electrical box art tour and invited the citizens of Stockholm to the 23 km long art walk via the web and newspaper ads.

2 Oct. 2010Art opening at the Stockholm Central Station. The interest for the original artwork was so big that we decided to auction them off. 22 – 28 Nov. 2010All the original entries were auctioned for charity at Tradera.com and proceeds were given to the homeless of Stockholm.

The campaign turned into one of Sweden’s biggest art events ever. More than 1200 entries were uploaded and 179 000 people voted (9% of Stockholm’s total population).

The campaign was largely publicized through PR and social media.

”Art on electrical boxes” got 7000 hits on Google.

The media impact was entirely positive.The campaign achieved a big media reach with publicity in key media and the biggest newspaper in Sweden: 404 clippings reaching 3,700,937 people (out of 9 million) all over Sweden.76% were positive towards the campaign.55% felt the project was a good fit for Fortum.The campaign is still running.

Research showed that art in public places and a well maintained urban environment leads to decreased vandalism. People have respect for other peoples’ artwork. The electrical junction boxes were popular for graffiti and guerrilla advertising. Instead of banning it, could we turn this creativity into something that both reduced vandalism and increased the liking of the Fortum brand? We created the competition “Art on electrical boxes”. A CSR activity to create positive PR, enhance engagement within the target group and encourage people to help us make Stockholm more beautiful. Anyone could upload their artwork on the Fortum’s website and collect votes through social media. The ones who got most votes were posted on electrical junction boxes throughout the city.

Energy company Fortum maintains Stockholm's (capital of Sweden) electrical grid so the whole population of Stockholm are automatically connected and thereby clients to Fortum. Fortum is seen as a big and not very personal electrical company. Every year graffiti and vandalization of Fortum’s electrical junction boxes in city streets costs more than $1.5 million.