Challenge

Denmark has a longstanding development cooperation with many poor countries around the world - the Danish people support this.But most people know very little about it how it actually works. At the same time, there are a lot of myths and untrue stories circulating. It is a problem, as Danes needs to be involved to determine what should happen in this area in the future. Therefore Danida decided in 2015 that is was time to produce a new involving and engaging communications platform by creating a information campaign that gives food for thought and debunk a lot of rumors, myths and to strengthen the Danish knowledge in this area.

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Solution

The solution was a digital, content-based campaign strategy and a concept that both brought the communication down to eye level and made it easily relatable. TVCs, Digital activation, FB content strategy/posts, Campaign website, Animated film that explained the 4 Danish priorities.

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Result

DANIDA fan base was raised 82%, Views in total: 32 million, Reach (Unique): 2 Million, Video views: 3 million, Engagement score: 600%