Every year, Vodafone Iceland hosts a fundraiser for UN Women projects around the world. In the past few years, they've released a different color beanie every year bearing a "FO" badge, which stands for "Fokk Ofbeldi" (Fuck Violence). The problem was, the beanie was becoming a fashion trend in contrast to the work that UN Women does to fight gender-based violence around the world.
Our answer was to enlist the wearer into the FO Army. We put a pledge in each beanie that the wearer will "stand up against gender-based violence wherever and whenever they encounter it."
Then we recruited notable Icelanders from all walks of life–from teen pop stars to seasoned politicians and asked them to stand together and take the pledge on social media. Then we invited Icelanders to share their pledges with us on Snapchat, Facebook and Instagram.
The campaign not only gave the fundraiser some teeth, but this year's FO beanie sold out in under two weeks.
Creative Director: Daniel Bremmer. Creatives: Katarina Huber, Einar Lövdahl Gunnlaugsson, Haukur V Alfreðsson. Social Strategist: Júlía Skagfjörd Sigurðdóttir. Photographer: Saga Sig. Videographer: Logi Ingimarsson.