Norwegian companies don´t have to report on how much money they make when operating abroad. This loophole in Norwegian tax laws means that poor countries miss out on millions of dollars each year.

Norway’s Minister of Finance, Sigbjørn Johnsen, can change these tax laws, but was under pressure by the industry not to. Therefore Changemaker Norway, a political youth organization, wanted to engage Norwegian teenagers in the fight to close this loophole.

Changemaker Norway is driven by the spirit of the youth. This engagement cannot be bought, teenagers involvement needs to be voluntary and it has to be earned through talking their language - at their playgrounds. So instead of angry protests, which is a hard way to engage teenagers, we decided to support Sigbjørn in the fight against the big companies. Teenagers could easily share their favorit reasons to love Siggy and sign the petition. This way our target audience became our media and as the fan base grew, so would the pressure on Sigbjørn Johnsen.

Unfortunately, teenagers don´t care about tax laws or Sigbjørn Johnsen. They’re into Justin Bieber, LOLCATS and Facebook. To get our message across we decided to mix politics with... the Internet. 

We wanted to leave the Minister of Finance with no other choice than to say YES to hundreds of screaming fans. So we launched siggyjohnsen.tumblr.com – with 100++ reasons to love Sigbjørn Johnsen.

Through several gif´s and pictures we made Sigbjørn Johnsen the centre of attention. In true Bieber-style we arranged fan meetings, wrote him fan mail, made posters, tribute songs, bead boards and got media to support the cause.

38 582 people signed the campaign (almost 20% of our target audience).


Sigbjørn Johnsen signed autographs live on Norway´s most popular morning show, «God Morgen Norge». The campaign was mentioned in several nationwide newspapers and Sigbjørn Johnsen personally saluted his fans for their great support in an interview with Norway´s number one financial paper, «Dagens Næringsliv».

But most importantly: Sigbjørn Johnsen made a promise to close the loophole from january 1st 2014.

- Media budget: €9000

- Facebook: €4500

- MSN: €4500

- Production of campaign site and its content (except music video): €8000

- Production other elements (music video, fan gear, banners, etc.): €9 000

Totalt budsjett: €26 000