Do you really care about other people? Would you give up your freedom to help others? Would you enter a room not knowing when you might get out? Tough questions to answers. Who cares? is a controversial, almost creepy, ambient interactive project that challenged the Swedish to prove if they are ready to help people in need.
This campaign by DDB Stockholm for the Swedish Armed Forces didn’t play around with words. It wanted those questions to be answered with facts. A four day long live streamed social experiment started to show The Swedish armed force new strategy of being primarily a humanitarian and helpful organization rather than playing on the the harsh, strong and competitive string that they have used in their previously so celebrated employer branding campaigns.
A teasermovie made showed a man trapped inside a cell-like box, asking people “Who cares?” The film was shown prior to the event launch to build attention and prepare people to take action during the upcoming campaign.
Did anyone care? Yes, people took each others place 24h in four days. There were persons who took the train for several hours just to be a part of this experiment to prove that there is still some warmth left in Sweden, even in the beginning of march. In four days there were 74 participants in total, making the average lock-in time for each participant 1h20min. An overview page at the site presented all volunteering participants with their name, age, town and gender controlled was constantly updated at set.
See the project in action. Would you have entered that room?