Each year, 22,000 teenagers experience life with a seriously ill parent. We worked with the NGO Børn, Unge & Sorg (Children, Youth & Grief) to bring more attention to the topic and help those in need with a web-based treatment program.
With just three words: ‘Er du okay?’ (Are You Alright?), the campaign reaches out to a target audience that might not be aware that they need help, or don’t understand why they feel like they do. Often, teenagers do not link their symptoms such as sadness, uneasiness, lack of concentration or trouble falling asleep with their ill parents. The program is designed to help them through this process.
We created the visual identity, campaign website and name for the innovative initiative. After user tests, we created an expressive identity free from clichés. Everything from colours and type to imagery is optimised for web and mobile so the campaign speaks directly to the audience to motivate action and thought. The name of the campaign is an open hand that invites dialogue.
The campaign is scheduled to run for at least three years. Along with advertising agency Another, we are assisting with implementation, strategic communication and public relations.
The project is funded by The Egmont Foundation and The Liljeborg Foundation.
See the campaign on www.erduokay.dk.