Stop Hate Crimes
THE CLIENT
Copenhagen Police, The Danish Institute for Human Rights, City of Copenhagen, City of Frederiksberg and Ministry of Integration
THE CHALLENGE
A lot of hate crimes are committed in Denmark. But only a few are reported to the Police. The goal was to urge people to report hate crimes and to send a clear signal that the authorities take the problem very seriously.
THE TARGET AUDIENCE
Victims, witnesses and relatives to victims – secondary practitioners of hate crimes.
THE SOLUTION
Dramatization of the message, showing three victims with black eyes. The urge to action is obvious and unambiguous: Report hate crimes now! The choice of media was centred around locations where attacks typically happen – downtown Copenhagen on and around "Strøget" and on Nørrebro. Direct mails were sent to businesses in the areas and a massive PR effort ensured that the campaign was on the agenda in most Danish news media.
CLIENT FEEDBACK
With its characteristic expression and strong message the campaign has created huge awareness – and a lot more debate than we expected. The Danish Security and Intelligence Service's report about hate crimes mentions the campaign as a reason for a 50% increase in reported hate crimes".
Jesper Høg
Indeleder, Copenhagen Police
Information campaign, Copenhagen
- Heavy press coverage throughout the country even though the campaign was local in Copenhagen. The number of hate crimes reported to the Police will be monitored closely the coming years.
- Drama-documentarism in the streets – as well as playing with the double meaning of the Danish phrase "blue eyes".
- Call +45 70 260 260 or send an e-mail to Mette Hegelund,
CEO and Partner
