Kjedelig, men viktig
Each of the ten films has a main message, which is presented by the main character. The topics, which are the very basic information young employees need to know, are
- contract of employment
- overtime payment
- when you are entitled to a break
- work hours
- job training
The films were made to fit the YouTube-concept, and the message is presented within the first few seconds of the film. The rest of the film is entertainment in an absurd setting, with humor, meant to appeal to the target group young employees. By presenting the main message early in the film, the viewer will have to at least watch long enough to get the message, before he can choose to skip the rest of the film.
The films were sent as YouTube-ads during a ten week period during the summer of 2015. In total the films have been shown more than a million times. This includes both the paid ads and the other viewers on YouTube. Even though the concept was to give the viewer the message early in the film, 90 percent of the viewers actually chose to watch the entire film!
The main target group for the films was young employees, aged 18-25. Mainly in the restaurant and nightlife industry, but also young employees in general. The secondary target group was their employers.
Boring, but important is an nformation campaign aimed to increase young emplyees' knowledge about their rights and duties at work.
A group of employers' organizations, unions and public authorities in Norway are working together to improve the working conditions in the restaurant and nightlife industry. One of the activities was the information campaign Boring, but important.
Boring, but important
The main channel for the campaign Boring, but important was YouTube, where the ten films were shown as ads. In addition the campaign had a blog, and we used snapchat and facebook to communicate with the target group. On facebook they could also ask questions regarding working conditions, which were replied to within few hours . There were also PR-activities in newspapers and TV.