Organic Reach Experiment

During a two week experimental public relations project, we concealed an open letter to the public regarding the state of mental health in Stockholm within the form of a parking ticket.

 


Strategy

The night of September 29th, we "fined" 1.000 cars in the Södermalm area of Stockholm City with our fraud ticket, hoping swedes would finally pay attention to the current worrying mental health situation.

 


Outcome

 

Total reach:

Views: 1.000.000+
Social shares: 800+
Social likes: 6500+

The people of Stockholm welcomed our message a incredible response.

Within just 48 hours, coverage in:

Resumé
Cover story in Sweden's largest communications publication.
Activations: 385.000+ views, 500+ Facebook shares

Expressen
Trending cover story during 72 hrs on one of the largest news outlets.
Activations: 500.000+ views, 3500+ likes

Reddit
Trending story for 24hrs within the Sweden thread.
Activations: 2.5k+ upvotes & 100+ comments

Swedish Radio P3
Public radio acknowledgement & discussion.

 

The Fraud Ticket

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