Project: Adam Berit
Client: Equalisters (Rättviseförmedlingen/ Fredrika Bremer Association / Åkestam Holst NoA / ANR BBDO
My Role: Head of Digital Production
Project Description:
The Swedish spelling alphabet, the equivalent to the NATO phonetic alphabet, is used by all major authorities to communicate over radio. For some reason, it consists only of male names.
So we launched a new version, including both female and culturally updated names, to better represent how Sweden looks and sounds today. Our suggestion was transmitted on a radio frequency scanned by the very authorities we wanted to reach. The radio message sparked a nation-wide debate. In the end of the campaign period, the alphabet was Sweden’s most shared, debated, loved, disliked and even hated news-topic.
Case Film
Radio Message
Awards & NominationsSilver Egg, Swedish Golden Egg, Annonsering
Silver Egg, Swedish Golden Egg, PR
Diploma, Swedish Golden Egg, Aktivering
Diploma, Swedish Golden Egg, Hantverk
Diploma, Swedish Golden Egg, Innovation
Diploma, Swedish Golden Egg, Integrerat
Silver, Guldnyckeln, Samhällsservice, utbildning och ideellt
Bronze, New York Festivals, Audio/Radio, Best Use of Medium
Bronze, Clio Awards, Audio, Other, Public Service
Gold, Månadens Kampanj Alternative, sep-nov, Resumé
Silver, Månadens Kampanj PR, sep-nov, Resumé
Brons, Månadens Kampanj Print, sep-nov, Resumé
Shortlist, D&AD, Radio & Audio – Innovative Use of Radio & Audio
Finalist Certificate, New York Festivals, Positive World Impact, Women
Finalist Certificate, New York Festivals, Audio/Radio, Social/Environmental Good: Charity/Non-Profit
Finalist, Guldnyckeln, Kreativitet & Innovation
Finalist, 100 wattaren, Strategisk Design
Finalist, 100 wattaren, Framsiktigt