Værnepligt

With “Værnepligten” becoming gender-neutral and extended from 4 to 11 months, the key challenge for Forsvaret (The Danish Armed Forces) was to maintain high voluntary participation and attract new demographics. Existing perceptions of “Værnepligten” as "dusty" and a lack of information about the new conditions necessitated a campaign to portray it as a modern educational and developmental opportunity for the Danish youth, age 15-22 years.

Leveraging insights that youth trust authentic content creators, our strategy focused on unfiltered, humorous, yet informative multi-platform content. We chose influencer and media personality Hav for his energetic and relatable personality, an ideal match to present conscription as a modern opportunity. Through co-creation, we developed 3 longform YouTube episodes, trailers, shorts, Instagram content, and physical events that authentically showcased the realities of “Værnepligten”, directly reaching and engaging the target audience.

The campaign achieved remarkable success, informing and changing attitudes towards Værnepligten. It garnered 3.9 million YouTube views and 2.1 million Instagram views, with 671,103 views for full YouTube episodes. 22,696 interactions across platforms demonstrated high engagement. Supplementing digital efforts, 3 Værnepligten x Hav Runners events activated the target group physically, positioning conscription as a dynamic and attractive path for personal and professional growth.