Check yourself / This campaign exemplifies how an understanding of audience behaviour can transform even the simplest medium into a communication tool. Børns Vilkår leverages a key behavioural insight – young people’s habit of photographing coat-check tickets – and ensures its 24/7 counselling service, Hørt, was not only noticed but saved for easy access in camera rolls and browser histories.
Placing the message in an unexpected but relevant space, such as venues frequented by young people, helped the campaign cut through. With research from Bulbshare in 2022 highlighting how challenging it is to reach this demographic effectively, this creative placement nudged the audience to engage with the service organically.
Cost-effective impact / Børns Vilkår demonstrates how a simple, low-cost medium can deliver outsized results. Strategic partnerships with more than 100 nightclubs and venues ensured the tickets were distributed at highly relevant moments, such as nights out, when young people are most likely to need support, helping the campaign reach over 250,000 young people across Denmark. By focusing resources on an existing, widely used tool, the campaign turned a simple interaction into a powerful touchpoint for youth mental health.
