Børns Vilkår: Empty chairs

NGO, Børns Vilkår, forced politicians into action around the issue of child mental health in Denmark with a one-day activation.

Objectives

Released in 2019, Børns Vilkår's "Skolens Tomme Stole" report showed that 75.000 children in Denmark miss school because of mental health issues.

Wanting to turn the report into actions, the campaign's primary objective was to get politicians to act on the rising levels of neglected children in schools. To achieve this, we first needed to gain awareness and get the attention of politicians, lawmakers, and adults.

We needed to make as big of an impact as possible – on a zero media budget. To do so, we set the following objectives:

  • Reach 33% of all adults in Denmark.
  • Become...

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