Swedish Armed Forces Showcase Their Work With Real World Likes

Swedish Armed Forces - a Real Like“Welcome to our reality”, is a new recruitment campaign from the Swedish Armed Forces that hopes to lure from behind their computer to discover and ‘Like’ the valuable work the Forces are involved with everyday.

Real-world ‘Like’ installations have been set up throughout Sweden at the locations where the Armed Forces have made a real difference, including forest fire fighting, oil spill cleanups, dam building, and of course, guard duties at the Royal Palace of Stockholm. The button on the installation not only captured a ‘Like’ but also an image of the person pressing it. The images are included are posted to the website, and are sorted by date and location.

The campaign was created by DDB Stockholm. The agency also produced the innovative ‘Who Cares‘ campaign earlier this year.

[via Swedish Ad Beat]


Swedish Armed Forces Thinks Literally ‘Inside the Box’ For Recruitment Experiment

Swedish Armed Forces - Who Cares?On social media, users have commonly expressed their support for or against causes through shares, tweets and status updates. The term Slactivism has been used to brand these low-involvement activities, and as you would expect, there is much debate on whether creating awareness through social media via status updates truly benefits the cause.

With this is mind, the Swedish Armed Forces was wondering how they could attract young people to an occupation where they would have to give up their real comforts in order to help other people. They staged a scenario to determine how far people were willing to go for one another. A volunteer was placed inside a locked box in central Stockholm, they would have to stay in the box until someone willingly replaced him. Each hour a door would open; if someone was at the door the person could leave, if not they had to stay there for however long it took for someone to arrive to replace them.

A camera inside the box streamed live video of the volunteer to a live banner on YouTube, the Swedish Armed Forces website and on digital signage in the area. During the 89 hours of the experiment, 70 people stepped forward to free someone that they had never met.

The campaign was widely discussed on social media and the website drew over 100,000 visitors in 4 days. The goal of getting 4300 applications for 1430 positions was surpassed when they received 93000 applications, more than double their original goal.

The campaign was created by DDB Stockholm.