The art of reaching an indifferent audience

Räddningstjänsten Syd is a federation of fire and rescue services in the municipalities of Burlöv, Eslöv, Kävlinge, Lund and Malmö. Their mission is to quickly and efficiently perform rescue operations of various kinds, and also helping people in taking responsibility for their own life and safety. The goal is an accident-free society, and to contribute to this, Räddningstjänsten Syd is identifying risks and preventing accidents from happening at all.

ID kommunikation is a long-term communication partner to Räddningstjänsten Syd. We have assisted them in articulating and clarifying both their brand and their message. The Risktestet is a means of putting this into practice – to reach and influence young people and their attitudes.

The art of influencing young

How do you reach an indifferent audience? How do you influence young people to become more risk-conscious?

ID chose gamification: triggering the audience by adding an opportunity to play and to compare your score with others. Simply put: a digital game dealing with the every day issues of the fire and rescue service. The multiple choice answers are presented tongue in cheek, and when you are done the the rescue service mascot is responding to your score. The users are free to try again and again to reach a higher score before publishing their result on social media.

A talking point and a knowledge beacon

The Risktestet was launched with a Facebook and Instagram campaign during the Malmö Festival in August 2016. In just a few weeks more than 7,000 tests were taken! At the same time, Risktestet became both a hot topic and a beacon teaching users how to avoid common accidents and risks, getting them eager to learn more and to spread their knowledge to others.

What about yourself? Are you a risk factor, or a person made out of hero material who should urgently seek employment as a firefighter? Try Risktestet at

PS: do you want to know know more about Räddningstjänsten Syd? Listen to our podcast ID-podden, where we are talking to their strategist, Mrs. Anna-Maria Havskogen. She tells of scaremongering, why you might find a group of firefighters on your landning, and how to tackle the challenge of having ”everyone” as your target group. (NB: the podcast is in Swedish.)

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