Help a Dane - Cover image
Help a Dane - Cover image

Help a Dane

The Danish Cancer Society & TrygFonden

The sun safety campaign that changed lifelong behavior by getting the world to talk about Danish sun habits.

The Challenge

Every year thousands of Danes travel to sunny destinations on holiday. Unfortunately, many of them return home with sunburns that increase the risk of skin cancer -and every day, a Dane dies from cancer in the skin. After 10 years of sun safety campaigns, the Danes still do not listen.

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The Solution

When the world talks about Denmark, Danes always pay attention.

So, to change a bad habit, we asked the world for help.

We sent out an appeal in local languages to the Danes’ favorite holiday destinations. The Help a Dane appeal reached primetime news abroad and the overwhelming attention returned to Denmark as news stories and user-generated content.

The Result

More than 12.000 people - from Spain, Italy, France, Greece and Thailand - signed up to become Help
a Dane volunteers. Help a Dane grew from a PR stunt to an actual movement with more than 200.000 social shares and 2.4 billion media impressions.

But more importantly, 63% of Danes say they now remember sun protection as a result of the Help a Dane campaign.