Håll Sverige Rent / The Keep Sweden Tidy Foundation
Agency: Le Bureau
The Keep Sweden Tidy Foundation is a creator of public opinion that promotes recycling and combats litter through public awareness campaigns, awards and environmental education. The Foundation strives to influence people's attitudes and behavior in order to encourage a sustainable development.
I worked on the agency pitch process, a pitch that we later won. I did the target audience analysis, regarding desktop research and interviews with students at different high schools in Stockholm. The interviews were recorded and shown as a part of the pitch presentation.
The target audience for the campaign was teenagers who see environmental destruction as a big threat, but have difficulty relating to it. They think it’s more important to be seen as environmentally conscious than to actually be it. The objective was to increase teenager’s awareness of The Right of Public Access (Allemansrätten) and to reduce littering in nature.
I researched about the target audience’s social media usage and for the campaign, I recommended a collaboration with the YouTube influencers Random Making Movies.
The campaign: Skräp-TV (Trash TV)
In four videos, the YouTube influencers Random Making Movies find out how willing people are to help keep the nature clean, what people know about littering and if people ever think of what would happen if The Right of Public Access (Allemansrätten) wouldn’t exist.