How to get young people to watch NRK nature programs?

Challenge:
NRK wanted to reach younger viewers aged 20-30 with its nature programs. Additionally, there had generally been few programs made about underwater life in Norway, which then became a natural angle. Analyses also showed that it is important to personalize experiences in nature so that viewers become invested in what is shown. Since the series ideally needed to include reactions and experiences combined with underwater footage, it was important to find a solution for how to convey the joy of diving to the TV screen.

Solution:
The solution was to produce an eight-part documentary series that was created as we sailed up and down the Norwegian coast. The focus was on documenting the fantastic coast, primarily underwater. In this way, viewers could gain insight into daily life aboard the sailboat, the challenges we had to solve, and the joy we experienced with nature. To truly convey our underwater experiences into homes, we created an innovative solution that allowed us to speak, communicate, and record sound underwater. This is rarely done worldwide, and never before in Norway.

Result:
The result was a great success, as we were eventually allocated one of NRK's prime broadcast slots at 8:00 PM on Sunday evening on NRK1. It was also published on NRK Nett-TV and has accumulated well over half a million views. The series was also nominated for the Gullruten Craft Award and won NRK's internal award for 'innovation of the year'. Conversations with diving centers around Norway also showed a noticeable increase in course registrations after the series.