Challenge

Teenage boys between the ages of 15 and 17 are at the core of DSB’s statistics of people who are seriously injured or killed in railroad-related accidents. They often end up in precarious situations because they don't consider the consequences of their reckless behaviour on the platform.

Insight

Young people refuse to listen when they are being told something. However, they love to listen to music.

Idea

To ensure that our message was not just told, but actually listened to, we collaborated with rapper and artist ICEKIID, who’s known and loved by the target audience. Together we created the track “Aldrig Glemt” to tell the story of staying safe on the platforms. To secure reach and effect, the video was atomized on social media and displayed on DSB’s platforms around the country.

Results

82% of respondents declared that they would consider their behaviour around railway in the future. 85% of the target group said they thought the campaign was good or very good (benchmark: 51%). 67% of the target group stated that they knew the campaign (un-aided), compared to the DSB benchmark of just 17%.

Challenge

Teenagers are at high risk when it comes to sexual assaults. Studies show that the assaults are often caused by poor communication. So how do you raise awareness of consensual sex without losing the teenagers attention?

Insight

Teens don’t respond to authority, they reject authority.

Idea

We broke through the bullshit filter of the target audience by using music to create an emotional connection. Artists Emil Kruse and Louis Samson wrote a track about consensual sex, and a music video along with a making-of-documentary was created as the core of the campaign. The campaign was activated via Youtubers, PR, a live concert at the award show Guldtuben and the sampling of 45.000 condoms carrying the campaign message: ‘Tune In’.

Results

16,5 million impressions across owned, earned, and paid media. 2/3 of the target group testified in a campaign analysis, that they would be more conscious of sexual consent in the future. The target group spent more than 3,5 years with the campaign across platforms in only 10 weeks.

We created this award winning campaign for the Danish Crime Prevention Council in order to raise awareness around psychological violence and its consequences. The campaign was targeted young women, we wanted to reach women before they ended up in a violent relationship, since data showed that it is a spiral starting from when they are young. In a partnership with TV2 ECHO, we built a campaign around strong women coming forward in 10 short videos, telling their story and encouraging both victims and their surroundings to reach out. Furthermore, we created a more informational track for social, where you could test yourself, if you or someone you know were in a psychological violent relationship.