Berättarministeriet (Cabinet of Tales) is a creative writing center where children and young people between the ages of 8 and 18 are welcome to work with storytelling in different forms. It's is a nonprofit organization that depends a lot on volunteers. But how do you get noticed in the right places without a budget?
We wanted the solution to manifest the basic concept behind Cabinet of Tales: Give kids a voice. And someone who listens. So we created the world’s biggest facerape. We let a school class of 12-year-olds take over hundreds of famous Swedish blogs, celebrity Facebook statuses and Twitter accounts for 24 hours. The kids wrote messages to fit specific blogs, such as sport or food blogs. All messages had a hashtag or link that could be connected to the Cabinet of Tales.
The campaign rapidly became the #1 trending topic on Twitter in Sweden. It was covered in several articles, ranging from leading newspapers to TV and radio. In just one day 17 000 people visited the website and hundreds of people filled in the application to become volunteers. By the end of the day, the childrens messages had reached over a million readers.