There is a lot of expectations for russetiden

Challenge

The Ombud for Children and Youth in Viken has long collaborated with health and police authorities to support safer and more inclusive celebrations for graduating students, known as "russ" in Norway.

With deep insight into the risks and challenges surrounding this tradition, the Ombud aimed to reshape the conversation around the russefeiring, emphasizing inclusivity and well-being while placing the students' own experiences at the center of this debate.

Each year, many students feel left out of the celebrations due to pressures around alcohol use, high expenses, and potential academic setbacks, which often make them feel excluded or uncomfortable.

The Ombud sought to address this by creating a platform for these voices to reshape the tradition into one that feels inclusive for all.

Solution

The solution was a film developed as a conversation starter, drawing directly from the students' personal reflections on their hopes and worries about the celebration.

This film avoided any condescending tone, instead adopting a style and language that resonated with the students. It featured a group of future russ, who were invited to write their expectations and concerns directly on a traditional russefeiring outfit, known as the “russedress.”

This activity not only engaged students but gave them ownership over the message, emphasizing their role in rethinking the russefeiring.

Results

The film has since proved to be a valuable resource for the Ombud, sparking dialogue among students and parents in school meetings and other gatherings. It was shown at information meetings hosted by the Ombud alongside police, politicians, and healthcare representatives, and shared extensively on social media.

To reach a broader audience, the campaign included a social media push and a landing page on Viken's website, viken.no/russetiden, offering further information and support.

Strategic media outreach also extended the film's impact, with features on major national platforms like Dagsrevyen and Good Morning Norway, where the Ombud was interviewed along with Education Minister Tonje Brenna. Additionally, the Ombud published an op-ed in Aftenposten and hosted digital meetings for parents and students, promoted on social media, fostering even greater engagement.

The campaign achieved remarkable results, with 92,039 views across Meta and Snapchat, nearly 4,000 clicks to the landing page, and 2,500 full views of the film.

These figures demonstrate a strong resonance with both students and parents, successfully engaging both primary target groups