The Norwegian Trekking Association: Nerd against nature

The Youth Organisation of the Norwegian Trekking Organisation (DNT) used a series of YouTube videos to engage teenage boys and increase membership.

Campaign details

Advertiser: The Norwegian Trekking AssociationBrand: The Norwegian Trekking AssociationAgency: Geelmuyden Kiese ASCountry: Norway

Challenge

Today, most teenage boys prefer to sit in front of a computer rather than participate in sports and outdoor activities. The Youth Organisation of the Norwegian Trekking Association (DNT Ung), Norway's largest outdoor activity organization, wanted to change this. They wanted to reach out to young people, more specifically teenage boys, and show them the different outdoor activities that DNT offer. They wanted to motivate them to step away from their computers and into nature.

DNT also...

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