— PROJECT
Ravnerardaren
— CLIENT
Natteravnene & Clear Channel
— ROLE
Concept Development
Copywriting
Strategy
Branding
— TEAM
John Harrison
Anders Christensen
Sanne Kragh
Marcus Uhre
Nicolai Blædel-Hastrup
Intro: Natteravnene is a voluntary initiative to create a more safe environment in and around the cities of Denmark. For parents to know that there are trained adults roaming in the nightlife, it gives them a sense of security when letting their children go out.
Challenge: Natteravnene is financed primarily by funds and private companies. And by private donors to a limited extent. Natteravnene wanted a concept and campaign to attract more private donors on a monthly subscription, to carry out the only crime preventive and safety initiative in Denmark.
Insight: Parents overthink all the bad things that could happen to their children, when an adult isn't present.
Solution: For this purpose we created Ravneradaren. A live-time overlook on how many Natteravne are in the city and exactly where they are located. This is to insure the worried parents that help is out there if needed – and for young people to locate a Natteravn if a situation escalates. In collabaration with Clear Channel and their OOH-spots, we wanted to make the worried parents the new donors.
Impact: The OOH-spots (and only the OOH-spots) went live in the Copenhagen Metro.
Website
New payoff