How can you increase knowledge using humour?
The Norwegian Agency for Development Cooperation (Norad) wanted to increase the share of young Norwegians that consider saving the tropical rainforests as an important initiative to reduce climate change.
Bringing the issue close to home
With tropical rainforests being so far away, we turned to what young people in Norway care about; music. One of Norway’s biggest music export is in fact Tropical House – thanks to DJ’s such as Kygo and Matoma. So we asked; what would happen to tropical house, if the tropical rainforest disappeared? With the use of renowned comedians, catchy music, influencers, videos and a highly innovative gaming experience, the campaign was not only informative and engaging, but also locally anchored, bringing the issue close to home.
We created R.E.D.D. A Tropical House DJ-duo terrified that deforestation would kill their livelihood; tropical house. To save it, they challenged young Norwegians to become their featuring DJ and finish the song they couldn’t. Through social media and various influencers, we invited them into a unique gaming experience. By answering questions about the rainforest, they could unlock tropical sounds to use in their own song.
After three weeks, a jury chose the winner, and the chosen song was released on several music and video platforms.
people in the target group visited the campaign site and learned about the rainforest whilst mixing their own song
streams of the winning entry, climbing to fourth place on Spotify’s Norwegian Viral Top 50-list
increase in the number of young Norwegians who mention saving the rainforest as an important initiative