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Maggie Shepherd

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‘Lunchbox’ by Kitchen Leo Burnett Captures 200 Million Views in Five Days

The video helps raise awareness of the need for more foster homes in Norway

In an effort to increase the number of Norweigan foster homes, the Norwegian Directorate for Children, Youth and Family Affairs (BUFDIR) created a video that went viral on Facebook almost instantly.

The video has garnered over 200 million views, reaching far beyond Norway’s population of 5.3 million and has been shared by sites such as 9GAG and Everything About Silence.

“In a channel where as few as 10 percent of the viewers watch a video with sound, it was important for us to make the story direct and warm, without relying on dialogue or complicated messages,” says copywriter Bendik Romsad from Kitchen Leo Burnett in Norway.