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Trygg-Hansa

Beach Mode

With Swedish parents spending an average of 3.5 hours a day on their phones, Trygg-Hansa created an app that makes a user's phone completely inaccessible (except for emergencies) while at the beach.
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With Swedish parents spending an average of 3.5 hours a day on their phones, Trygg-Hansa created an app that makes a user's phone completely inaccessible (except for emergencies) while at the beach.
Facebook icon
LinkedIn icon
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200622 Trygg Hansa Badläge Stillbild 5

Smartphones Can Be a Fatal Distraction

In Sweden, drowning is the most common fatal accident among children between the ages of one and six and is often the result of a lack of parental supervision. Parents are often by distracted by their smartphones, which make them focus on other things than their children.

Trygg-Hansa wanted to create an initiative that encourages parents to keep an eye on their children when by the water to prevent drowning accidents and created Beach Mode, an app that makes your phone completely inaccessible when you are at the beach with your children. No scrolling, no social media, no podcasts and no phone calls. The only feature that works is emergency calls. The unique app became a tool for talking about the importance of paying attention to swimming kids all over Sweden, via a campaign rooted in the insights.

Beach Mode App

A National Call to Action

The Beach Mode campaign was launched via a hard-hitting national video call to action showcasing the dangers faced when swimming without parental supervision and followed up with robust media relations rooted in a piece of national research examining the nation’s parental supervision habits. Child drowning and parenting experts as well as Sweden’s most followed mummy blogger added weight and human voices to the campaign.

Making the Difference

The initiative spread across Sweden, with fatal drownings among children in 2020 at 31% below average.

Following the launch of Beach Mode, several Swedish municipalities have now banned mobile phones from swimming locations. In addition, a large Swedish phone manufacturer is considering building the function into its phones.

15MM earned media reach
+500% increase in site visits

Awards

Cannes small

Cannes Lions International Festival of Creativity 2021


Bronze Lion, Social Behavior

EMEA Sabre Small

2021 PRovoke Media SABRE Awards EMEA


Best in Digital Brand Platforms

Best Use of Social Networks

Best in Public Education

Swedish Content Awards

2021 Swedish Content Awards


Gold - Social Media
Gold - Finance & Insurance

Drum Awards Small

The Drum Awards for PR 2021


Best in Finance and Professional Services

Most Effective Use of Technology

European Excellence

2021 European Excellence Awards


Best in Digital Publishing (Blog, Podcast, Magazine, App)