Break the Barrier! That’s the message from Save the Children’s SletDet Counseling in their first campaign targeting adults. Between parents and children, there is often an invisible barrier when it comes to sensitive and private topics. We developed the campaign with two hero films, which gave this mental barrier a physical form: a child and an adult are shown on either side of the barrier, expressing their thoughts and feelings.

In addition to being shown in cinemas and on social media, the hero films have been adapted into 10-second ads on digital screens, displayed in all 17 of Danske Shoppingcentre’s centres. A physical and digital mini guide has been created, providing adults with concrete advice on how to talk to children and young people about unpleasant online experiences. Conversation starters in the form of GoCards have also been distributed in cafes across the country with the message “Talk to Me”, achieving an 83% pickup rate (average: 76%).

Lastly, the concept included a large installation visualizing the invisible barrier in a physical space. Here, children and adults could sit on either side of the barrier. Adults received helpful tips for starting the conversation, while children could read about the emotions many other kids experience.

The campaign achieved 1,233,485 impressions on social media, 272,270 post interactions, 12,581 clicks to the campaign website, and an overall CPC of 4.34 DKK per click.