#KavlaUpp

About 80% of the population needs to be immune to the coronavirus to stop the spread of covid-19. Immunity arises only through disease or through vaccines. That choice is easy for most of us.

But there is hesitation among a small group. The hesitation before vaccination has during the year varied from large to small to now being difficult to assess and in some places extremely swaying. We want to influence the hesitant, those who feel insecure for one reason or another. We also know that they tend to follow the majority if they only get a little push in the right direction. Few people wants to be perceived as deviant. Therefore, our campaign shows how the majority stand up for each other in the vaccination issue.

To be nationwide and reach out to the whole of Sweden, we need to do it in several different languages. The selected seven languages ​​are the same as MSB uses in its communication to reach the whole country.

Copywriter Björn Rietz and Sveriges Kommunikationsbyråer asked us at the beginning of February if we wanted to be part of a group of agencies that together would create a large national campaign to counter vaccine resistance during the early summer - when the big Phase 4 of the vaccinations would be rolled out. We are proud and happy to have been part of creating a strong national campaign.

The Amazing Society's role has spanned several different areas where we have overall contributed to the campaign creatively, we have created strategy and execution for all social media, strategy and execution of all media purchases and negotiations and have contributed with project management and service for campaign website, influencer activation and community management, as well as the campaign's overall project management.

The campaign won gold in the Swedish Design Prize in the category of Image Communication - Photo 2021.