Børns Vilkår
The Empty Chairs
ACTIVATION
How do you reach 65% of Danish adults including the entire Parliament with no media budget?
In one of the world’s happiest countries, 1 in 6 children are so unhappy they don’t go to school.
At the opening of the Danish Parliament, together with the Children’s Rights Organization we placed hundreds of empty school chairs in front of the building. Each chair represented a child and was used as a media to tell the reason for their school absence.
The aim was to bring attention to the issue in a political and broader perspective.
Case Study — for English version click here
On the chairs were written true stories about why children are not in school
In 24 hours we reached over 65% of Danish adults with no media budget
The empty chairs became the main subject at the opening of the Danish Parliament
RECOGNITION
Bronze Lion — Creative Strategy, Breakthrough on a Budget
Shortlisted — Cannes Lions in PR, Use of Events & Stunts
23rd — on WARC Effective 100
Gold Winner — Effie Europe, Best of Europe: Positive Change
Gold Winner — Effie Europe, Best of Europe: Small budget
Bronze Winner — Effie Europe, Best of Europe: Social Good
Finalist — Effie Global, Best of the best
Gold Winner — Effie Denmark, Social Good
Gold Winner — Effie Denmark, Small Budget
Silver Winner — CCA in Creative Impact on Society
Shortlisted — CCA in Earned Media
Shortlisted — CCA in Promo & Activation
Shortlisted — CCA in Events
For English readers:
Party Chairman Pia Olsen Dyhr, rewrote her speech at the opening of the Parliament to address The Children’s Rights Organization and the empty chairs. One of her main points being that they, as political leaders, should take responsibility and help the children. Attendees were – amongst others – all of the party chairmen including the Prime Minister of Denmark.
CREDITS
Cecilie Larsen — Creative lead, idea & execution
Marie Frederiksen — Creative lead, idea & execution
Rasmus Lind — Photographer