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Generasjon Fri

  • Client The Norwegian Directorate of Health
  • Project Generasjon Fri
  • Year 2024

Delivery

Ad Film and animation Advertisement Communication and PR

Nicotine use among Norwegian youth has surged alarmingly in recent years. Data from the Ungdata survey in Oslo reveals a sharp increase in e-cigarette usage among young people, rising from 3% in 2021 to 17% in 2023.

To address this, the Norwegian Directorate of Health launched "Generasjon Fri" with the ambitious goal of creating a tobacco-free generation for all those born in 2010 and onward. The initiative seeks to prevent and reduce the use of cigarettes, snus, and e-cigarettes among 13- to 25-year-olds.

The campaign aimed to counter the pervasive social media portrayal of vaping and nicotine as trendy.
Generasjon Fri sought to empower youth who choose to stay nicotine-free by providing positive, relatable, and nicotine-free role models for today’s generation.

Strategy and Execution

The core of the campaign was a film created by and for youth, which was shown in cinemas, on social media, and on boards throughout Oslo’s city center. Working closely with youth panels and focus groups, the team fine-tuned the campaign’s message to resonate authentically with young people, ensuring that Generasjon Fri representatives would be seen as relatable and inspiring role models.

Generasjon Fri achieved broad exposure across digital and physical channels, with a highlight being its sponsorship of VG-Lista Topp 40. At this high-profile event, the campaign’s messaging was prominently displayed at Nationaltheatret station and streamed across platforms like VG.no and TikTok, immersing young attendees in the campaign's positive message.

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The campaign achieved remarkable results in changing attitudes toward nicotine use:

Increased Awareness: 67% of young people reported that the campaign effectively communicated the harmful effects of nicotine on young brains.

Behavioral Influence: 48% felt motivated to avoid nicotine products, and 25% of current users indicated the campaign inspired them to quit.

Trust and Recognition: The Directorate was clearly identified as the source by 69% of respondents, outperforming the benchmark and leveraging its strong reputation among young people.

Generasjon Fri has shown that shifting attitudes in a challenging demographic is possible. Combining informative and inspirational messaging, the campaign succeeded in creating a relatable, impactful movement against nicotine use. Three months post-launch, a Mindshare survey revealed that 80% of respondents saw the campaign as a driver of positive change among youth, demonstrating the power of creative, well-targeted public health initiatives.

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