A case study by
In 2011 The Ministry of Children and Education faced a challenge, dealing with absence in the high schools. The problem was that absence leads to apostasy.
The payoff for the campaign was “it is best when everybody is here”. The focal point for the campaign was based on a music video with the Danish actor, Rasmus Bjerg in the leading role. The campaign reached over 2,8m views on the internet, and reached a PR value estimated to 7,4m Danish kroner.