BørneTelefonen
116111

DESIGN & CLOTHING LINE

How do you make a phone number cool?

Børns Vilkår had experienced that the child helpline was thought to be rather childish and uncool. Furthermore children today are not used to remember phone numbers. 

The child helpline is actually a quite easy number to recall and it can look pretty cool too. So instead of making a traditional campaign we created a new clothing line. It was called 116111.

We developed a new sub-identity and together with Le Fix we created the new collection. Our goal was to change the perception of the child helpline by association, knowing that the target group spend a lot of time on social media following and looking up to different musicians, YouTubers, street stylists, radio hosts etc.