01 Task
Focus on ID behavior
Among persons under the age of 18, one in three has presented themselves with a fake ID or lied about their age. And among people who assess the age of consumers as part of their job, 8 % have been threatened, and 2 % have been exposed to physical violence.
The Danish national lottery, Tobacco Manufacturers Association in Denmark, Salling Group, and COOP wanted an increased focus on the behavior concerning ID cards and to make it more normal and acceptable to ask and be asked about ID.
The companies also wanted young people to get familiar with the Smart ID app as a digital alternative to the physical ID.
02 Solution
Creative tricks
We conducted focus groups with young people and shop assistants to outline all the creative ways young people cheat with ID or lie about their age. We translated the output of the focus groups into several humorous films that were shared on Facebook and Instagram targeting young people.
We also developed materials for kiosks and supermarkets and conducted a national population survey. The survey results were used in direct dialogue with politicians and decision-makers and formed the basis for the PR-efforts.
