Campaign details

Brand: Danner
Brand owner: Danner
Agency: MediaCom
Country: Denmark
Industries: Charities & voluntary organisations
Media channels: Public relations, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Danner is a well-known women's refuge in Denmark. Its goal is to raise awareness of the signs of domestic violence and encourage those who suffer (or those who think someone is suffering) to get in touch.

As an NGO, it doesn't have any money for paid advertising. Instead, it teamed up with seven of Denmark's biggest influencers and created films that allowed people to inflict violence on them on Instagram, the country's biggest social media platform.