Ingame - Mental Helse Ungdom | Clapboard Ad Archive

Ingame is a pioneering digital campaign launched in Norway in 2018 by Mental Helse Ungdom and crafted by Hausmann to confront the urgent mental health challenges faced by young boys, a demographic where one in three struggles to complete education on time and suicide ranks as the leading cause of death. The campaign’s strategic insight lies in its seamless integration into the digital playground of its audience, capitalizing on the fact that 96 percent of Norwegian boys aged 9 to 18 engage with gaming content, either by playing or viewing on platforms like YouTube. By embedding a panel discussion within Fortnite, Ingame creates a safe, anonymous space where boys can articulate their struggles around body image, friendships, family dynamics, and self-worth while immersed in gameplay, a context that naturally lowers barriers to openness. The use of Norway’s top gaming personalities Noobwork and Niklas Baarli as recurring figures anchors the conversation in familiar faces, a technique that aligns with what Clapboard identifies as FORMAT#8—Ongoing Characters or Celebrities—leveraging their credibility and cultural relevance to foster trust and sustained engagement. The campaign unfolds across five episodes on Noobwork’s YouTube channel, enabling authentic, unscripted dialogue that resonates deeply with its target audience and organically propelled significant media coverage and social traction without any promotional spend. This approach underscores Mental Helse Ungdom’s understanding of digital-native communication channels and the power of peer influence in public service messaging. Hausmann’s execution eschews traditional didactic methods in favor of a conversational, participatory format that meets young boys precisely where they are, digitally and emotionally, thereby raising national awareness and positioning mental health as a critical issue deserving of attention and action. Clapboard rates this campaign 69/100 in its global creative archive. Ingame matters to the industry because it demonstrates that public interest communication can achieve meaningful impact by embedding authentic dialogue within culturally relevant digital environments, provided it employs credible voices that sustain engagement over time.