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What´s happened in the project 07-06-05?
About events and advertising
Through events, radio, printed ads and our website we aim to get people involved and enthusiastic about the message of our campaign.
07-06-05
Since the campaign was launched we have further developed the ideological platform for the project.
7th of June 2000 - the first time-out
The first event was on the 7th of June 2000. On this day, the whole nation was invited to take a break, a time-out between 12 p.m and 1 p.m. The invitation was advertised in different national newspapers and through our website. And people actually did take a break. It was very successful! In all corners of Norway and in the capital, Oslo, people joined the campaign. They took a break from daily life and stress - by sitting down in a park, relaxing with friends, etc. The approaches were all unique, but with "07-06-05" as the common theme. In Oslo the Ministry of Environment fronted the campaign with the Minister of Environment, mrs. Siri Bjerke, together with a well-known Norwegian artist, Ole Paus, in front of the parliament building. The time-out was extensively covered in the national press, and even by international press in Australia, Italy and USA.
 7th of December 2000 - Things take time
On the 7th of December 2000 we again invited the whole nation to take a time-out. This time from the buying frenzy before Christmas. Our message was: "Leave the shops, forget the Christmas-presents for a while, take a deep breath, meet friends, family and relax." Again we advertised the message through newspapers, and through happenings in many cities and towns in Norway. We experienced that this was a more difficult time of the year to draw attention to our campaign, but under the circumstances we were satisfied with the attention we got.
On our website we had a Christmas calendar (Link in norwegian.) where famous people gave away what they really wanted for Christmas.
Prize for good idea
In March 2001 07-06-05 reicieved the "Prize for good idea" at the annual prize award for advertising (the award is called "The Golden Pencil"). The campaign won the prize for having created an innovative project that questions the development of the society. The Minister of Environment, mrs. Siri Bjerke, accepted the prize on behalf of 07-06-05.
7th of June 2001 - Today´s Liberation Movement"
On the 7th of June 2001 people once again people were invited to take a timeout, this time by focusing on liberation movements; to turn off of the machines; the cellphone, the TV and the PC. This year was also a great success. Many cities and small towns joined the campaign and had their events. Thousands of people took an hour off, and even the Prime Minister, mr. Jens Stoltenberg, gave his support by participating at the event in Oslo. As in year 2000 the campaign was extensively covered in the press.
7th of June 2002
We also repeated the time-out the 7th of June 2002. We had an event in Oslo involving several politicians and many local happenings. Due to a journalist strike, we had very little media-coverage.
 December 2002
The 5th of December 2002 we revitalized our message from December 2000. The message this time was: "Use your energy in a different way - and why not use it on people that need your attention and care". In this way we combined the messages of energy efficiency and human care.
Again we advertised the message through newspapers, and through happenings in many cities and towns in Norway. You can see the advertisments in norwegian here.
 We also had a very successfull Christmas Calender on the website, where 24 wellknown artist and writers participated with texts to chosen photographs. You can have a look here! All texts are in norwegian.
The 5th of June 2003
This year we chose to make a different happening. June 7th was on a Saturday and even Whit Saturday. Therefore we chose to start our event on the World Environment Day.
 We had a really successful exhibition in the City Hall in Oslo, connected to World Environment Day. The titled of the exhibition was "It's better to make out than to go shopping - an exhibition about young peoples thoughts about consumerism" The exhibition was made by young people at the age of 16-18. It consisted of 100 photos and 27 animations. Information about the exhibition is in norwegian.
Website (www.07-06-05.com)
This website is a our main information channel. We publish information about the project and events, like June 7th, and articles on topics related. Apart from our advertising campaigns in June/December, this is our main information service. It´s also possible for visitors to leave their name and e-mail to show their support and interest.
In return we send them a monthly or a weekly newsletter. We have named the newsletter "Øyeblikket" (The moment). Information in this link is in norwegian.
We distribute "Øyeblikket" weekly to those whom we work with on a regular basis.
We publish articles or links to articles in newspapers and magazines that relate to the "heart" of 07-06-05.
In 2003 we have tripled the number of visits on our site. It tells us that we focus on a topic that people is concerned about.
Seminars
07-06-05 depend on lots of ambassadors who can manage "to sell" the idea of the campaign to others, and who can create enthusiasm all over the country.
Advertising and events on the 7th of June each year is not enough. We have, therefore, arranged seminars for spokesmen who have already shown an interest in the campaign in order to motivate for further effort. Most of these people work with environmental issues.
But our latest seminar, on October 15, called "SAMTINGET" (link in norwegian), was about creating better jobs, and directed to people working in and with Human Resources.
The seminars have been very successful, and have been our best way to recruite more ambassadors.
Brandeis University - Hour of Presence
Boston Globe made an article about our timeout in June 2000. The idea was picked up by Brandeis University, and they have now arranged "Hour of presence" for two years, in 2002 and 2003. For further information about this initiative please contact:
Marci McPhee, Brandeis University
Email: mcphee@brandeis.edu
The organization of 07-06-05
The project is a cooperation between many different organizations, both governmental and municipal, people in advertising and private persons. An employee in the Ministry of Environment has been designed project leader since the campaign started. A working group has together with the project leader worked out strategies for the campaign. From the 1st of January 2002 the campaign has been established as a secretariat with a steering committee. The campaign has mainly been funded by the Ministry of Environment.
The communication agency Dinamo has been chosen to create and implement the advertising and communication strategy.
The results so far
The main goal of 07-06-05 is to influence people to re-think the way they live. The goal of the first years, was to make people aware of our existence and to spark an interest and create enthusiasm. We are pleased to see that we have managed to achieve this goal through our events and campaigns. Thousands of people have joined us, and quite a few organizations are interested in cooperating more closely with 07-06-05 in the near future.
Our challenges and plans
Though we have achieved our first goals, we face challenges in the future: How do we maintain the interest for the campaign, how do we keep on surprising people with new and striking messages? We probably have to make our message even more clear and direct, find new channels of communication and motivate even more people in Norway to be our ambassadors.
These are all huge challenges - challenges we will strive to meet with great enthusiasm.
Information
If you need further information, please contact Elisabet Molander, project leader of 07-06-05:
email: elisabet@070605.com
Telephone: +47 22 03 40 26
Address:
07-06-05 time for change,
P.O.Box 2192 Grünerløkka,
N-0505 Oslo,
Norway
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