SOMEONE LIKE POUL

Red Cross

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?

TASK /

How could we raise awareness for Red Cross’ visiting service and get people to sign up to become a visiting friend for lonely people?

INSIGHT /

Loneliness is taboo - in fact now more than ever. Facebook is a social media built around friendships. Therefore, it must also be the easiest place to start if you’re lonely and looking for friends.

IDEA /

If we could get people to befriend us on Facebook, we could perhaps make them go all the way and become friends with lonely people in real life. 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.

CASE STUDY

Poul_picture
TV2_still

MENTIONS /

BT

TV2 — GO' MORGEN DANMARK

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

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Unknown ApS / Gothersgade 107, 1. Th. 
1123 Copenhagen, Denmark / CVR: DK37941980