| Title | HELP A SMALL DANE |
| Brand | DANISH CANCER SOCIETY & TRYGFONDEN |
| Product/Service | SUN CAMPAIGN |
| Category |
B07. Not-for-profit / Charity / Governemt |
|
Entrant
|
&CO Copenhagen, DENMARK
|
|
Idea Creation
|
&CO Copenhagen, DENMARK
|
|
Production
|
&CO. PRODUCTIONS Copenhagen, DENMARK
|
Credits
| Ole Hoffmann |
&Co. / NoA |
Art Director |
| Kristoffer Winther |
&Co. / NoA |
Art Director |
| Kristian Eilertsen |
&Co. / NoA |
Copy Writer |
| Peter Harton |
&Co. Productions |
Director |
Write a short summary of what happens in the film
Kids of the world stage an intervention to protect Danish kids from skin cancer. This tongue-in-cheek campaign sees children from around the world taking action to help put an end to this issue. Set in Alcúdia, Mallorca (popular destination for sun-seeking Danes), the film sees local kid Ramon, urging small Danes to protect themselves from the sun so that they can stop being ‘red and boring,’ - an indirect quirky but serious parent wake up call. His frustration stems from a young Dane, Viggo Mortensen, who spent the day on a banana boat with his parents and is now paying the price. Ramon is backed up by a pack of kids educating Viggo Mortensen and the small Danish viewers. The film shows scenes of when sun protection is typically forgotten. While approach is light-hearted, Ramon encourages viewers to “Help a Small Dane” reminding them of shade, sun hat and sunscreen.
Cultural / Context information for the jury
Danes are a very sarcastic and humoristic. Danes finds great laughs in language, pronunciation and accents.
And Danes love when Danes creates international fame or success. Hence Viggo Mortensen.
If there is anything that can get Danes out of their lounge chairs, it’s when the rest of the world is talking about us. So, we turned towards the local population at the Danes favorite holiday destinations and ask them to help the Danes.
Denmark has one of the world’s highest rates of melanoma. Almost one Dane dies from melanoma and non-melanoma skin cancer every day, yet no one find sun behaivour relevant to talk about. A key factor is that Danes love a holiday in the sun but ignore sufficient sun protection when travelling abroad. On a sunny holiday abroad, many Danes get as much UV radiation in a week as they do in almost half a year in Denmark.