Danner

United Against Abuse

Challenge

Awareness

Summary

Nearly 40,000 Danish women suffer domestic abuse each year. We shone a light on the issue through an innovative use of Instagram Stories

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The Campaign

Challenge

For the one in 60 Danish women who suffer from domestic abuse annually, it’s a horrific experience that happens, mostly, behind closed doors. We wanted to shine a light on the issue, educating people about the harsh physical reality of domestic abuse.

Idea

We created an interactive experience that graphically showed the impact of violence. Putting our female target audience in the position of abuser.

And to drive reach, the people being beaten up were Denmark’s biggest influencers on the country’s biggest social media platform - Instagram.

Our message was designed to trigger an emotional response rather than just educating our target group – getting them even more involved in the issue.

Results

We organically reached
1/3
of Denmark’s population
Website clicks increased
1840%
Interactions, such as calls and emails, shot up
685%
Press coverage reached an additional
1.7m
(in a country of just 5.8m)

Awards

D&AD Media Pencil 2019
Winner

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