Case: The rise of astrology and spiritualism among 16-25 year-olds.

On behalf of the government, the Swedish Defence Recruitment Agency (Plikt och Prövningsverket) drafts seventeen-year-olds for military service. The communication task of the Swedish Defence Recruitment Agency is to inform about military service, which falls under the total defense obligation.

In 2023 and 2024, the Swedish Defence Recruitment Agency needs to draft 20% more youths, so more people need to be aware of the draft.

Alongside a letter sent to all seventeen-year-olds in Sweden, we launched a campaign called "Find Your True Strengths," where we enlisted the help of stars.

We made twelve different video ads on Meta and TikTok, one for each zodiak: Aries, Cancer, Libra, Capricorn, Taurus, Leo, Scorpio, Aquarius, Gemini, Vigo, Sagittarius and Pisces with a simple and clear message.

First with a statement. for example : “Aquarius are creative?” Find your real strength during the recruitment process.

Why, you ask? Because astrology and spiritualism are very popular among 16-25 year-olds.

The goal was to reach as many as possible in the age group 16-25 years old which is approximate 850 000 people in Sweden. In this groups 9 out of 10 is using social media. We ran the campaign for six weeks and the end result was a 50% higher reach than average campaigns due to:

• Relevant content for the target audience.

• The execution and the idea fits well under the brands mission: "Find Your True Strengths”.

• The right media format for the algoritm.

  Creative director/Strategist: Julia Nordlund

  Motion graphic: Rebecka Häggblom

  Social media manager: Emma Bengtsson