Client: IMDi
Sector:
Public Sector
Services: Advertising & Campaigns
The new interpretation law in 5 min and 17 sec
The Directorate of Integration and Diversity (IMDi) is responsible for implementing the government's integration policy.
January 1, 2022, Norway introduced a new Interpreting Act. The law aims to ensure the rights of minority-language residents and imposes clear requirements for both professionals in the public sector and qualified interpreters.
Challenge
The Directorate of Integration and Diversity (IMDi) was responsible for raising awareness of the Interpreting Act among public sector employees. For this, they needed some help.
IMDi wanted a campaign consisting of a longer informational video, along with content and a strategy for distribution on social media. The goal was to increase awareness of the law and drive traffic to IMDi’s website on the use of interpreters.
Strategy
To raise awareness and engage public sector employees, we needed a positive and motivating approach. Inspired by Harald Eia’s "Sånn er Norge", we aimed to make learning about the new interpreter law both educational and fun.
Idea
To promote the message, we teamed up with Galvan Mehidi. He is a skilled presenter, comedian, and director, known from both TV and radio. He is Kurdish and came to Norway as a refugee with his family at the age of four. He is committed and good at explaining. He brought both a good atmosphere and stories from his own life to the project. We couldn’t have found a better-suited profile. The result was "The new interpreter law in 5 minutes and 17 seconds with Galvan Mehidi", as well as several shorter versions for social media.
Results
The campaign significantly exceeded the estimated results, with over 2 million more views than anticipated. The videos generated high engagement, including a high click-through rate, reactions, and comments. Additionally, more people contacted IMDi expressing interest in becoming qualified interpreters.
Deliverables
Informational videos, social media campaign including content, strategy, and ad management.
more views than anticipated
