How do you gather 200 inactive men to a health programme? What if they have a Pakistani background? Is it wise to communicate in Urdu? Norwegian? Both languages? Should we scare people from living an unhealthy life, or is it better to have a lighter approach and talk about the benefits attached to physical training?
Client:
The Norwegian School of Sport Sciences.
Task:
To gather 200 inactive male Pakistanis, in order to survey their health issues.
Idea:
To make the receiver aware of the benefits of physical activities.
We made a cartoon named “Superdesi”. Desi is a friendly nickname for Pakistanis who live outside Pakistan. The story is about a Pakistani man, who finds his way to the gym. The cartoon is readable in both directions; In Norwegian and when you flip it around, it’s in Urdu.
Athletic Pakistani men, wearing similar training suites, hand the cartoons out in mosques, and tell people about the project. The cartoon will also be mailed to the homes of Pakistani families. In the middle of the cartoon, we also give the reader an Internet address. Here they can fine more info on the subject, contact info and the possibility to sign up for the project.
Credits:
Communication, copy and art direction: Martin Ødegaarden Henriksen, Johannes Rummelhoff
Illustrasjon: Kasper Tuvnes
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