When corona divided us, the Danish Health Authority united the Danes
When corona divided us, the Danish Health Authority united the Danes
When corona divided us, the Danish Health Authority united the Danes
Client
Sundhedsstyrelsen
In the midst of pandemic fatigue and rising conflicts, we helped the Danish Health Authority shift focus. From restrictions to relations. With a humorous campaign, Danes were reminded to stand together, even when they disagree.
Client
Sundhedsstyrelsen
In the midst of pandemic fatigue and rising conflicts, we helped the Danish Health Authority shift focus. From restrictions to relations. With a humorous campaign, Danes were reminded to stand together, even when they disagree.
Client
Sundhedsstyrelsen
In the midst of pandemic fatigue and rising conflicts, we helped the Danish Health Authority shift focus. From restrictions to relations. With a humorous campaign, Danes were reminded to stand together, even when they disagree.
Challenge
After two years of Covid-19, the Danes were still good at following recommendations. But something else began to show cracks.
The tone became harsher. Patience grew shorter. Minor disagreements developed into conflicts.
The Danish Health Authority was therefore faced with a new challenge. No more rules. But the need to maintain social cohesion in a time of rising polarization.
Challenge
After two years of Covid-19, the Danes were still good at following recommendations. But something else began to show cracks.
The tone became harsher. Patience grew shorter. Minor disagreements developed into conflicts.
The Danish Health Authority was therefore faced with a new challenge. No more rules. But the need to maintain social cohesion in a time of rising polarization.
After two years of Covid-19, the Danes were still good at following recommendations. But something else began to show cracks.
The tone became harsher. Patience grew shorter. Minor disagreements developed into conflicts.
The Danish Health Authority was therefore faced with a new challenge. No more rules. But the need to maintain social cohesion in a time of rising polarization.
Solution
We shifted perspective.
Instead of communicating restrictions, we focused on relationships between people. The goal was to reduce conflict and strengthen mutual respect.
The insight was simple: when we can laugh at ourselves, we de-escalate conflicts.
Therefore, we developed two films that used Danish self-deprecation as a hook. Classic corona conflicts were staged as exaggerated duels in a western universe and a renaissance setting, respectively.
The dramatic scenes were broken by a return to reality, where the characters realized how far-fetched the conflict actually was.
The humor made it possible to create reflection without being preachy. And made a difficult message both accessible and relevant.
Solution
We shifted perspective.
Instead of communicating restrictions, we focused on relationships between people. The goal was to reduce conflict and strengthen mutual respect.
The insight was simple: when we can laugh at ourselves, we de-escalate conflicts.
Therefore, we developed two films that used Danish self-deprecation as a hook. Classic corona conflicts were staged as exaggerated duels in a western universe and a renaissance setting, respectively.
The dramatic scenes were broken by a return to reality, where the characters realized how far-fetched the conflict actually was.
The humor made it possible to create reflection without being preachy. And made a difficult message both accessible and relevant.
We shifted perspective.
Instead of communicating restrictions, we focused on relationships between people. The goal was to reduce conflict and strengthen mutual respect.
The insight was simple: when we can laugh at ourselves, we de-escalate conflicts.
Therefore, we developed two films that used Danish self-deprecation as a hook. Classic corona conflicts were staged as exaggerated duels in a western universe and a renaissance setting, respectively.
The dramatic scenes were broken by a return to reality, where the characters realized how far-fetched the conflict actually was.
The humor made it possible to create reflection without being preachy. And made a difficult message both accessible and relevant.
Results
The campaign generated both attention and reflection at a time when many were otherwise tuning out messages about corona.
24.5+ million views across channels
5.4 million completed views digitally
3+ million minutes of video watched
734 TRP on TV and 1.16 million cinema views
The impact went deeper than reach:
68% remember the Duel film
56% remember the Wild West film
Up to 79% recognize the Danish Health Authority as the sender
Up to 79% understand and embrace the message
The campaign significantly raised both sender identity and message comprehension above the benchmark.
Results
The campaign generated both attention and reflection at a time when many were otherwise tuning out messages about corona.
24.5+ million views across channels
5.4 million completed views digitally
3+ million minutes of video watched
734 TRP on TV and 1.16 million cinema views
The impact went deeper than reach:
68% remember the Duel film
56% remember the Wild West film
Up to 79% recognize the Danish Health Authority as the sender
Up to 79% understand and embrace the message
The campaign significantly raised both sender identity and message comprehension above the benchmark.
Results
The campaign generated both attention and reflection at a time when many were otherwise tuning out messages about corona.
24.5+ million views across channels
5.4 million completed views digitally
3+ million minutes of video watched
734 TRP on TV and 1.16 million cinema views
The impact went deeper than reach:
68% remember the Duel film
56% remember the Wild West film
Up to 79% recognize the Danish Health Authority as the sender
Up to 79% understand and embrace the message
The campaign significantly raised both sender identity and message comprehension above the benchmark.
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