Portfolio Julemærkehjemmene
A new beginning for William
Rebranding and fundraising campaign to support vulnerable children
Julemærkehjemmene, the oldest Danish NGO serving at-risk youth, wanted a brand that reflects their overall work and focuses on children’s well-being and self-esteem, rather than just obesity, for which they are known. We thus helped them create a rebranding and fundraising campaign highlighting their overall work and unique ten-week stay.
Challenge
Julemærkehjemmene is primarily known for helping obese children, but that’s actually just a small part of what they do. In fact, they have also worked with children suffering from low self-esteem, bullying, and loneliness for many years. It’s the only NGO in Denmark that offers the opportunity for children to get away from home for ten weeks and slowly but surely rebuild the belief that they are good enough just as they are. Julemærkehjemmene thus wanted to rebrand themselves on their overall work and, at the same time, raise funds for the cause. The campaign needed to raise at least as much as in previous years.
Solution
WHAT IF YOU COULD TRAVEL BACK IN TIME AND TELL YOURSELF THAT IT WILL ALL GET BETTER?
We dug into real Julemærke-children’s experiences and based the content on real stories. And with the creation of a doppelganger travelling back in time, we highlighted the transformation a child goes through by letting the main character meet a 10-week older, calmer and more balanced version of themself.
The campaign was executed on film, print, and digital media, showcasing the problem and the resulting transformations. The campaign targeted Julemærkehjemmene’s regular target groups and new, younger segments.
PRINT / SOCIAL MEDIA
In addition to the film, William and Viola's stories were also executed in print media with the same comparison of them before and after their stay at Julemærkehjemmene.
“I didn’t dare to tell my parents that I was being bullied. It would only make them sad.
Quote: A child at Julemærkehjemmene
“When I came home from school, I was alone. Always alone.
Quote: A child at Julemærkehjemmene
Both stories and quotes are real children’s accounts of the problems and thoughts they struggled with before they left for Julemærkehjemmene.
Results
INCREASED AWARENESS AND FUNDRAISING
Christmas really did come true; awareness of Julemærkehjemme’s cause increased. Especially regarding topics such as bullying and loneliness. Furthermore, the campaign raised 24% more funds than campaigns in previous years – all for the benefit of vulnerable children in need of a new beginning.
