The Field Mobile
UNICEF Public Awareness Message
Issue 33 | December 2014
Agency
Forsman & Bodenfors
Creative Team
Account Supervisor Helena Nystro¨m Account Manager Lena Birnik Art Director Johanna Hofman-Bang Agnes Stenberg-Schentz Copywriter Marcus Ha¨gglo¨f Jacob Nelson Designer Nina Anderssson Agency Producer, Film/ Digital Magnus Kennhed Digital Niklas Lindstro¨m Helena Wa°rd
Production Team
Production Company Acne Film Media Agency Maxus Sverige Director Torbjo¨rn Martin Producer Olle Lindgren
Date
April 2014
Background
Thousands of mobile phones were put to use every day across Africa by UNICEF, tracking pregnant women, registering newborn babies and capturing data about their health.
The trouble was, no-one knew what a great job UNICEF was doing.
Idea
The idea was to get a mobile phone to show how important mobile phones were in Africa. Not just any mobile phone but Jenny Stro¨mstedt's mobile phone.
She was famous in Sweden as a TV host, blogger, Instagrammer and Tweeter. Through her phone she reached hundreds of thousands of people every day.
On national TV, Jenny gave her phone to UNICEF.
While she stayed at home, her phone was sent off to Uganda to work as a UNICEF field mobile for a week. It registered births, sent case records and did all the things a UNICEF mobile did. Only in this case, everything was uploaded to Jenny's social platforms for her followers to see. Suddenly they were no longer viewing selfies and kittens but new-born babies in Africa.
Films, pictures and descriptions of UNICEF's work were posted to her Twitter and Instagram accounts and she wrote about what was happening in her blog and in her column for one of Sweden's largest newspapers.
When Jenny got her phone back, she shared the content it had generated on live TV.
Results
The campaign reached an estimated 1.5 million people and helped raise awareness of UNICEF's work a week before a big fund-raising TV show, from which the charity acquired 22,455 new donors and donations of some €2.9m.