Portfolio UNICEF Denmark

Band-aid Donations

Untraditional band-aid helps developing countries fight the Covid-19 pandemic

Client

UNICEF Denmark

Areas

Services

Public Relations & Agenda Setting, Analysis & Insight, Corporate Communication, Identity & Design, Concept & Creative Development, Marketing & Campaigns, Film Production, Content & Social Media, Influencers & Ambassadors

During the Covid-19 pandemic, we helped UNICEF Denmark launch a campaign to raise funds to distribute vaccines to developing countries.

Challenge

While most Danes were eager to get their COVID-19 vaccines, millions of people in low-income countries didn’t have access to vaccines due to unequal distribution. As part of the Covax alliance, UNICEF Denmark thus decided to raise awareness and funds to distribute vaccines in developing countries.

Insight

To create awareness about the challenge and raise funds for the cause, we decided to take over the place that all Danes talked about; their vaccinated shoulders: lots and lots of them.

Solution

We designed a unique vaccine band-aid with a QR code, which people could scan to donate directly to the cause. The band-aid was designed with fun illustrations and UNICEF's eye-catching blue colour, which made it stand out on the vaccinated shoulders.

We launched the campaign nationwide with the help of UNICEF Denmark's ambassadors. But we also used more untraditional means. Overnight, the band-aid popped up on several unusual but well-known shoulders: on famous statues and murals across the entire country – from distant shores and popular trails to busy city streets. These included:

The statues ”Mennesketved Havet” – Esbjerg
The gable painting ”Mælk, det er dejligt” – Copenhagen
The gable paintingby Michael Kvium – Holbæk
The trolls ”Green George”, ”Kaptajn Nalle” and ”BjarkeCirkelsten” by Thomas Dambos– Copenhagen, Christiania and Dragør
The reuniongable painting – Haderslev
The bronze sculpture “Oceania” – Odense
The statue ”Fruenvedhavet” – Sæby
The bronze sculptures ”Historiskespor” – Aarhus
The gable painting “Lidenlund-figurerne" – Lemvig
H.C. Andersen on the bench – Odense
Skulpturen ”Den globalevisionær” i København

Results

Soon after the launch, politicians, celebrities and even the Danish national football team took part in the campaign by wearing the band-aid and sharing it on social media. As planned, the story quickly hit the media, and in just a few weeks, the vaccine band-aid was shared 18,000 times on digital media and received more than 10 million exposures worth DKK 6 million in earned media.

But most importantly, UNICEF Denmark raised more than DKK 3 million in funding to distribute vaccines to people in need – thereby taking everyone one step closer to the end of the pandemic.