Campaign: The Enlightment Trail

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WPP company(s):
Hill+Knowlton Strategies Oslo
Client:
NORAD

Overview

The 17 UN Sustainable Development Goals for 2030 will govern Norwegian development policy for the next 14 years. To raise awareness, Hill+Knowlton Strategies Oslo created an illuminated trail to the top of Mount Gaustatoppen, said to be the most beautiful mountain in Norway. Seventeen light installations were set up along the trail. On the night of 17 September 2016, over 5,000 hikers climbed the trail, further illuminating the route with their torches.

Results:

  • 2.5m views
  • Awareness of SDGs increased by 24% in Norway