Someone Like Poul

Someone Like Poul

RED CROSS

RED CROSS

How we raised awareness for Red Cross’ visiting service and got people to sign up to become a visiting friend for lonely people.

How we raised awareness for Red Cross’ visiting service and got people to sign up to become a visiting friend for lonely people.

Mentions

BT

TV2 — GO' MORGEN DANMARK

Fiktive 'Poul' lagde sin ensomhed på nettet — nu har 200 meldt sig som besøgsven.

Fiktive 'Poul' lagde sin ensomhed på nettet — nu har 200 meldt sig som besøgsven.

Loneliness is taboo - in fact now more than ever. With more than 200 lonely people looking for a friend through the Red Cross visiting service, we set out on the mission to help them. We asked ourselves: How can we make people with hundreds of friends on social media understand that some people don’t even have one?

We created ‘Poul’. A fictitious person with zero friends and a public wall post reaching out for new friendships on Facebook. We then started friend-requesting random Danes. In no time, ‘Poul’ went from zero to almost 500 friends! Not only were a lot of our invites accepted - random people started requesting ‘Poul’ too.

Over 150 people wrote to ‘Poul’, offering everything from taking a walk together to a cup of coffee at their home. The story was picked up by the media, and the campaign was featured in newspapers and national television. In less than three hours after the truth about ‘Poul’ being a symbol for loneliness was revealed, more than 300 people had signed up as a Red Cross visiting friend.

Poul_picture
TV2_still

Results

Results

EXPOSURE

More than 600.000 people were exposed to the campaign on national television.

Featured in the newspaper BT and their online site with more than 450.000 daily visitors.

35.000+ organic views on social media while the campaign ran.

More than 600.000 people were exposed to the campaign on national television.

Featured in the newspaper BT and their online site with more than 450.000 daily visitors.

35.000+ organic views on social media while the campaign ran.

EFFECT

In only one day 300+ volunteers had signed up as visiting friends — they 'only' needed 200.

During the campaign, 'Poul' got almost 500 friends — and more than 150 comments on his Facebook post.

Media spend — €0

In only one day 300+ volunteers had signed up as visiting friends — they 'only' needed 200.

During the campaign, 'Poul' got almost 500 friends — and more than 150 comments on his Facebook post.

Media spend — €0