The trade union The Danish Union of Journalists – Media & Communication (DJ) approached FRIDAY with the ambition of increasing their visibility among communicators. They needed to break through the sound barrier and show their members that they are a union for everyone in the communications ecosystem—and that they have communicators’ backs. The union was particularly keen to reach young and newly qualified communicators.

Over a six-month project, we worked together to identify DJ’s strengths and weaknesses, as well as the target group’s wishes and expectations. FRIDAY conducted a stakeholder analysis, pinpointed DJ’s strategic sweet spot, developed the core narrative, and provided recommendations for becoming more visible among communicators.

The project culminated in the campaign ‘No. Absolutely not okay.’, in which we use humour and exaggeration to describe communicators’ challenges, including pay, working conditions, and parental leave. We developed the concept and produced three films which, together with a campaign landing page, became the campaign’s focal point. The engine of the campaign is insights from communicators’ everyday lives, which in the films manifest as anger—and all the things you dream of saying in an unfair situation, but never do.