Specialefterskolen is a group of boarding schools (high schools) for teenagers with special needs. They were under pressure by political decisions to include the young people in normal public schools, where most of them would suffer defeats and often social isolation. Specialefterskolen needed a broader awareness of their benefits.
This was no time for fun or creative smartness. Instead we let the young people tell about their own experiences and their benefits from going to the special boarding schools. That in itself was compelling and emotional stuff. The tagline was “Being happy about being you”. The main media of the lowbudget campaign was an online film, regional tv, a few print ads, PR, a web portal and a special event day “The Special Boarding School Day”.
Perceptions in target groups were measured before the start of the campaign in 2013, before the regional tv-campaign i 2014 and after the regional tv-campaign in 2014. Exact numbers are confidential, but the perception of the special boarding schools as a better solution for kids with special needs than ordinary public schools grew by about 30 percent.
Agency: Clockwork– Denmark