Børns Vilkår. HØRT in the Night – when a coat tag became a lifeline for young people
Client
Børns Vilkår
Industry
NGO
Services
Research
Insights
Campaign strategy
Creative campaign
Art direction
Campaign activation
Year
2024
Introduction
Børns Vilkår is on a mission to make sure every young person in Denmark feels seen, heard, and helped when things get tough. One of their key services is HØRT — a free, anonymous chat open 24/7, for anyone aged 15 to 24 who needs someone to talk to. The message is simple: You're not alone. There’s always time for you at HØRT.
Challenge
More and more young people in Denmark are struggling with their mental health. They're under pressure — from school, social media, and expectations from all sides. HØRT has already helped thousands, but not enough young people know it’s there. The challenge was to spread the word in a way that felt relevant, relatable — and actually made them want to use the service where they are.
Insight & Solution
We discovered young people are often most open when they’re letting go — at a party, with friends, maybe after a drink. It’s also when heavy thoughts hit hardest. But it’s the hardest time to reach them.bSo, we joined the party. We used something already in their hands: the coat tag. Then we spotted a small but powerful behavior — many take a photo of it in case they lose it. We turned that habit into a hook. We designed a custom HØRT tag with a message and a QR code linking directly to HØRT’s site. Something they'd want to save. We sent out 250,000 tags across 100+ venues in Denmark. That way, HØRT came home with them — in their browser, in their camera roll, maybe even in their thoughts. To reach those not out partying, we added influencer content and PR. So even more young people got the chance to be heard — exactly when and where they needed it most.
