Norsk Friluftsliv
Is it allowed?
In short
Challenge
Norwegians, especially younger norwegians and immigrants, don't know their rights when it comes to the right to roam. More Norwegians should know what they are allowed to do in nature in Norway – and what responsibilities come with it.
Goal
Reach a younger population, especially minorities, to tell them about their own and everybody elses rights in nature.
Result
Through high-quality video ads and clever targeting, we reached nearly 50% of the target audience over only a few weeks. Knowledge about right to roam was not measured, but DNT (the Norwegian tourist organisation) saw an increase in younger members and members with minority backgrounds.