Trygg-Hansa: The Sound of Drowning

Trygg-Hansa, a Swedish insurance company, educated the Swedish people on how drowning really happens, silently, by creating an ASMR campaign that simulated drowning.

Summary

If someone is drowning, you need to understand that the person is in danger. A survey found that 4 out of 10 Swedes thought drowning involved violent splashing and cries for help, while an actual drowning happens in silence.

Trygg-Hansa wanted to call attention to this silence. Using ASMR, a global trend that involves listening to sounds that are amplified to create an audio stimulus, we simulated drowning, showing that it happens quickly and silently. The Sound of Drowning became the communication product needed to attract attention in earned traditional and social media.

The initiative received media publicity throughout...

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