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Turn off the sunbed: National media success

Challenge

Every year, the Danish Cancer Society and TrygFonden run a ‘Turn off the sunbed’ campaign, which is aimed at teaching children and young people that tanning is dangerous and causes cancer. A large part of the campaign consists of a nationwide film competition where selected schools are visited by professional filmmakers from Lommefilm (Pocket Films), who, through workshops, help the students to shoot movies with their mobile phones. Subsequently, the students’ films are entered in the competition. The challenge is to create broad, regional media coverage of ‘Turn of the sunbed’ and the Lommefilm school workshops.

Solution

In both 2011 and 2012, propr have planned and executed a nationwide press campaign focused on communicating the ‘Turn off the sun bed’ messages to each region’s media and their users. The hooks have been a focus on the good cause, locally selected schools, and great opportunities for fun and cute photo options.

Result

In 2011 the press campaign generated sixteen regional and local mentions in media such as Nordjyske Stifttidende, Aarhus Stiftstidende and JydskeVestkysten, all this despite the challenge of the campaign taking place at the same time as the General Election. In 2012, the focus was particularly on TV, and here propr secured nine mentions – e.g., on TV 2 Nord, TV 2 Østjylland, Nordjyske Stiftstidende and Frederiksborg Amtsavis.

– First, we received professional and appropriate feedback in relation to our campaign, and subsequently, propr proved to be very efficient in the execution of the press campaign, so we ended up with more exposure than expected. Therefore, we can recommend propr as a pleasant and efficient partner.

– Kasper B. Olesen, partner, Lommefilm ApS