The Danish Journalists’ Association – Media & Communication (DJ) approached FRIDAY with a desire to increase their visibility among communicators. They needed to break through the noise and show their members that they are a union for everyone in the communication ecosystem, and that they have the communicators’ backs. The union specifically wanted to target young and newly graduated communicators.

Over a six-month project, we worked together to identify DJ’s strengths, weaknesses, and the expectations of their target audience. FRIDAY conducted a stakeholder analysis, pinpointed DJ’s strategic sweet spot, developed a core narrative, and provided recommendations for increasing visibility among communicators.

The project culminated in the campaign ‘No. Absolutely Not Okay.’ Through humor and exaggeration, we highlighted the challenges faced by communicators, including issues like salary, working conditions, and parental leave. We developed the concept and produced three films, which, along with a campaign website, served as the focal point of the campaign. The campaign’s engine was insights from communicators’ everyday experiences, expressed as anger and the things they dream of saying to their employer but never do.