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The Red Cross
During the European refugee crisis, the Norwegian Red Cross identified an urgent need to step into a debate that was sharply dividing society. Their goal was to rouse the passive, silent majority—those disturbed by the rise of hostile attitudes, yet inactive in countering them.
My team and I at TRY crafted a film that tackled the issue of hostile online language head-on, while simultaneously sending out a powerful call to action: integration can be fostered through positive dialogue.
Without any media spending, the film managed to capture the attention of 77% of Norwegian Facebook users in just 48 hours.
The viral spread led to comprehensive coverage across all media channels, sparking a national conversation that motivated thousands to participate in Red Cross-led conversations and community events, marking a significant step towards fostering a more inclusive society.
My team and I at TRY crafted a film that tackled the issue of hostile online language head-on, while simultaneously sending out a powerful call to action: integration can be fostered through positive dialogue.
Without any media spending, the film managed to capture the attention of 77% of Norwegian Facebook users in just 48 hours.
The viral spread led to comprehensive coverage across all media channels, sparking a national conversation that motivated thousands to participate in Red Cross-led conversations and community events, marking a significant step towards fostering a more inclusive society.
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