Rebranding of EN AF OS - The national initiative to destigmatize mental illness
Made at Primetime A/S
Half a million Danes have a mental illness, and half of all Danes are in contact with mental illness as relatives. But even though mental illness is a common phenomenon, it is still very taboo-bound. Therefore, the country initiative EN AF OS (One of Us) was launched in 2011 with the National Board of Health as the main actor. The country's efforts EN AF OS aims to destigmatize mental illness in Denmark. It must be easier for the individual with mental illness to live a full and good life as an equal member of society: Everyone is and should feel like "ONE OF THE OS".
We developed the national awareness campaign from idea to execution. We are the driving force behind ONE OF OS's strategic use of PR, Social Media, Content, Digital and Analog Media Campaigns, Studies, and Strategic Partnerships. Data from Epinion shows that over 37 percent of the population know about ONE AF OS. An increase of 26 percent in 2012. 13 percent of Danes either agree or fully agree that ONE AF OS has meant a changed view of mental illness. On Facebook, ONE AF OS has over 35,000 fans and is Denmark's largest digital community for people who have or have had a mental illness. We help ONE OF OS to control and highlight the agenda of mental illness and taboos in Danish society. Targeted communication with respect for the subject's gravity and social severity has made ONE OF the OS a public campaign that seriously challenges the prejudices of the Danish population of psychiatric diagnoses and, more importantly, the people behind.
- Project Roles
- Creative Director
- EN AF OS
- Art Direction, Copywriting, Creative Direction, Design
- Advertising, Brand Guidelines, Photo Illustrations
- Project Industries