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Campaign
Digital

Memes fought fireworks accidents

client

The Danish Safety and Technology Authority

Task

Digital campaign targeting young men

01 Task

A digital campaign

Young Danish men are more likely than anyone else to be involved in a fireworks accident on New Year's Eve. Each year, around 250 Danes end up in the hospital because of fireworks. Three out of four are men aged 15-35 years. Despite campaigns and raised fingers, it seemed like young men had nearly become immune to traditional communication.

In order to get the young men’s attention, we took a different approach by meeting them in eye level and encouraging them to talk to each other about fireworks safety.

02 Solution

Targeted memes

To convey the important message of wearing safety goggles, we developed a series of memes together with the client. Our memes contained safety messaging and referred to rappers, hip-hop culture, soccer teams, and other pop-cultural phenomena. And we did not hold back in terms of making fun about silly current trends.

To gain trust among the audience, we focused on community management. This included being present in the commentary boxes and making quick, sarcastic comebacks and crude (but loving) reminders about the importance of wearing safety goggles.

measurable results

In any case

Effect

3 of this

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

3 of this

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

3 of this

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Social impact

3 of this

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

3 of this

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

3 of this

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

PR

3 of this


800,000
Danes watched the campaign

40,000 times content shares, likes and comments

4,500 new followers on the client's Facebook page

3 memes shared by Instagram influencer Anders Hemmingsen (80,000 likes combined)

10 percent less serious fireworks injuries than the previous year

3 of this


800,000
Danes watched the campaign

40,000 times content shares, likes and comments

4,500 new followers on the client's Facebook page

3 memes shared by Instagram influencer Anders Hemmingsen (80,000 likes combined)

10 percent less serious fireworks injuries than the previous year

3 of this


800,000
Danes watched the campaign

40,000 times content shares, likes and comments

4,500 new followers on the client's Facebook page

3 memes shared by Instagram influencer Anders Hemmingsen (80,000 likes combined)

10 percent less serious fireworks injuries than the previous year

measurable results

The results speak for themselves


800,000
Danes watched the campaign

40,000 times content shares, likes and comments

4,500 new followers on the client's Facebook page

3 memes shared by Instagram influencer Anders Hemmingsen (80,000 likes combined)

10 percent less serious fireworks injuries than the previous year

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What's a Rich Text item?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.


Results


800,000
Danes watched the campaign

40,000 times content shares, likes and comments

4,500 new followers on the client's Facebook page

3 memes shared by Instagram influencer Anders Hemmingsen (80,000 likes combined)

10 percent less serious fireworks injuries than the previous year

No items found.

Want to hear more?

Mads Keilberg Johansen

Head of Digital
mkj@holm.dk
+45 24 60 88 85

Mads is responsible for our digital services and advises our clients on social media and digital strategy. Mads holds a degree in political communication and management from CBS. Previously, he worked as a digital and political consultant at Geelmuyden Kiese. He was also a social media advisor for Ida Auken during the 2015 elections. He also runs KeilbergChristiansen.dk.

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