HELP A DANE SUMMER HITS

TitleHELP A DANE SUMMER HITS
BrandTHE DANISH CANCER SOCIETY & TRYGFONDEN
Category B02. Non-profit / Foundation-led Education & Awareness
Product/ServiceSUN CAMPAIGN
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Production &CO. PRODUCTIONS Copenhagen, DENMARK
Credits
Name Company Position
Robert Cerkez & Co. / NoA Creative Director
Kristian Eilertsen & Co. / NoA Copy writter
Ole Hoffmann & Co. / NoA Art Director
Kristoffer Winther & Co. / NoA Art Director
Thomas Hartebeck &Co. Production Producer

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

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Describe the target audience and why your work is relevant to them. Pharma audience types:

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Background

Every year thousands of Danes travel to sunny destinations on holiday. Unfortunately, many of them return home with sunburns that increase the risk of skin cancer, and every day a Dane dies from cancer in the skin. But how do we create awareness about sun protection when Danes are hundreds or even thousands of miles away on holiday?

Describe the creative idea

Denmark is a small country, and we love to hear what the World says about us, so our idea was to use the universal language of song to plead with the locals at tourist hot spots to “Help a Dane” avoid a sunburn. We collaborated with international artists on the Danes’ favorite holiday destinations to create five original music videos representing each country. The songs and music videos worked as musical PSAs creating awareness about sun protection and recruited locals to help Danes in the sun. A community of more than 12.000 local Help a Dane volunteers helped spread our message and protected Danish tourists from sunburns.

Why is this work relevant for PR?

Help a Dane Summer Hits is a successful sun safety campaign aimed at Danish tourists holidaying abroad. An overwhelming 67% say they now remember sun protection as a result of the campaign. In what Adweek described as “a delightfully bonkers anti-melanoma campaign” international artists from tourist hot spots created an unprecedented buzz around common themes like wearing sunscreen and sun hats, and a community of thousands of locals supported our cause to “help a Dane”. A carefully orchestrated mix of PR and local celebrities meant that the campaign’s musical PSAs became unavoidable summer hits on popular holiday destinations.

Describe the strategy

There’s one thing you can’t avoid when you’re holidaying in the sun: Summerhits. They’re a crucial part of the summer vibe, and they’re played everywhere. Restaurants, bars, night clubs, beach lounges, even taxis. So to create a campaign that could break out of paid media, we created the sound of the summer: Musical PSAs. We collaborated with international artists from popular holiday destinations to create a buzz around the songs, and we used a mix of PR and direct to activate a community of more than 12.000 local volunteers and get the songs played on local radio, by local DJ’s and on various tv shows. The use of local languages and local artists was a deliberate trick to get attention from the media and social media users. This in turn provided us with a lot of reactions and content that we could use to target the Danes back in Denmark.

Describe the execution

Local production companies, directors and artists from tourist hot spots created five extremely different music videos each with a strong local flavor. Together, they’re a varied and visually-rich feast built around common themes like wearing sunscreen and sun hats. Supported by a carefully orchestrated PR-push, the catchy songs and humorous videos went viral and got picked up by primetime news, and the songs were played in heavy rotation at tourist hot spots. Overnight, Danish sun habits were talk of the town. The campaign spread quickly on social media and a community of thousands of volunteers supported our cause to “Help a Dane”.

List the results

Most importantly, 67% say they now remember sun protection on holiday as a result of the campaign. 53% say they now know more about how to protect themselves to avoid sunburns on holiday. The campaign generated 231 million media impressions. The total number of local Help a Dane volunteers grew to 12.386. The music videos also sparked an abundance of user-generated videos, replies and content, and 190.589 social interactions.