Break the Barrier! That is the message from Save the Children Denmark’s SletDet Advisory Service in its first campaign targeting adults. Because 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 in which Save the Children Denmark and FRIDAY gave the mental barrier a physical form, with a child and an adult standing on either side, putting into words the thoughts and feelings each of them has.
In addition to being shown in cinemas and on social media, the hero film was adapted into 10-second ads on digital screens that could be experienced across all 17 large shopping centres in Danske Shoppingcentre. A physical and digital mini guide was produced, offering adults practical advice on how to talk to children and young people about unpleasant experiences online. In addition, conversation starters in the form of GoCards were distributed in cafés across the country with the message “Talk to me”, achieving an uptake of 83% (average: 76%).
Last but not least, the concept included a large installation in which we visualised the invisible barrier in a physical space. Here, children and adults were able to sit on either side of the barrier. Adults received helpful advice for the conversation, and children were able to read about the feelings many other children are experiencing.
On social media, the campaign achieved 1,233,485 impressions, 272,270 post interactions, and 12,581 clicks to the campaign website, with a total CPC of DKK 4.34 per click.
