Church of Sweden
Using the scream as an unexpected expression to show young people that the Church of Sweden listens to every emotion.
Background
For many young people the church has become a place mainly associated with major life events such as baptisms, weddings and funerals. These occasions are often their only relationship with the church, which means they may not see it as a place they can turn to in between.
The Church of Sweden in the diocese of Härnösand wanted to lower the threshold for young people to get in touch and show that the church is there to listen to everything between heaven and earth.
The idea
Scream All the Way to Heaven.
We use the scream as an umbrella for the full range of emotions that can come with being young. Joy, anger, frustration, loneliness, excitement and everything in between.
By placing the scream in the unexpected context of the church, the campaign challenges traditional perceptions of what the church is and how you are expected to behave there.
To bring the idea into a space where young people already express themselves, we created a Snapchat lens that invited users to scream, let their feelings out and share the result with their friends.
The message is simple: you do not need to have the right words, be calm or know exactly what you want to say. The Church of Sweden is there to listen. To all of it.
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SVT
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EFTER FEM
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P4
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RAPPORT
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