Increase brand awareness of the TV-network Nickelodeon in Sweden and strengthen their position as experts on children.
Parents, children, opinion leaders and decision makers throughout the country.
To talk about childrenâ€™s attitudes towards politics during the election year â€“ and let the children vote in their own election, â€ťThe Childrenâ€™s Electionâ€ť.
The activity was inspired by Nickelodeon in the United States where they have implemented the activity called “Kids Pick The President” since 1988. The American children have forecasted the correct winner five out of six presidential elections.
The first step was a survey conducted by the survey company Norstat where 2 600 children between the ages of 7-14 was asked about their attitudes towards politics. The results from the survey showed that half of the children werenâ€™t aware of the fact that an election was being held that year, but also that they think politics is important and that adults ought to listen more to the childrenâ€™s opinions regarding politics.
With that knowledge, Nickelodeon was inspired to create The Childrenâ€™s Election during what turned out to be the hottest Almedalâ€™s Week ever. Scanpix was there to photograph the first childrenâ€™s vote, right at Donnerâ€™s place. The preliminary result after the first dayâ€™s voting was revealed to the media gathered at the Almedalâ€™s Week.
The Childrenâ€™s Election continued for the duration of the summer on Nickelodeonâ€™s campaign site where visitors also could learn more about the different political parties and their leaders. Five days prior to the â€ťrealâ€ť election all votes were counted and the result was communicated to media (which showed a slight advantage for the Red-Green block)
The Childrenâ€™s Election got substantial attention in local, national and specialized media. SVTâ€™s own program about the election, called the Eleventh Hour, brought up The Childrenâ€™s Election to discussion. Both Aftonbladet and Expressen made full page articles, as well as web TV, about the results. The Childrenâ€™s Election created a buzz during the Almedalâ€™s Week and was discussed in social media such as blogs and Twitter.