Holm Kommunikation


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Recruitment campaign

EDU engaged young students with the anti-hero Leif




Getting more students to study abroad through EDU Days

01 Task

EDU is a 25-year-old Danish organization that offers study exchanges at a wide range of universities worldwide. Unfortunately, the COVID-19 pandemic stopped a self-reinforcing effect where older students inspired and informed younger peers about EDU. This resulted in a decrease in the number of students engaging with the organization. Our objective was to encourage students to participate in EDU Days, an event where young people can meet representatives from foreign universities, learn more about the potential experiences abroad and receive answers to questions ranging from funding to cultural understanding.

02 Solution

We developed the campaign 'Leif's Guide to a Good Monotonous Life', focusing on personal development, which we identified as important for the target group of young students. Through a series of videos and social media posts, we introduced Leif, a middle-aged man who never went abroad and therefore has a somewhat limited worldview. These videos and posts were shared on EDU's social media platforms, humorously introducing young students to EDU, with a clear call-to-action to participate in EDU Days. The films were produced in collaboration with Pandang Studio.


The number of registrants for EDU Days was 32% higher than last year.
Together with EDU, we created a new character - Leif, which EDU can use in their future interactions with the target group.

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Want to hear more?

Esben Berg Nielsen

+45 26 36 81 22
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Esben advices a number of our IT and tech clients. Esben holds a degree in communication from the University of Copenhagen and has a bachelor in Danish. He is also a co-owner of gallery VESS in Vesterbro.


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