116111
BørneTelefonen

DESIGN & CLOTHING LINE

How do you make a phone number cool?

Børns Vilkår had experienced that the Child Helpline was thought to be rather childish and uncool in larger parts of their target groups. Furthermore children are no longer used to remember phone numbers by heart as most contact information is stored on smartphones. 

The phone number for the Child Helpline is actually quite easy to recall and it can look pretty cool too. So instead of making a traditional campaign we created a new clothing line. It was called 116111.

We developed a new sub-identity and together with Le Fix we created the new collection. Our goal was to change the perception of the Child Helpline by association, knowing that the target group spend a lot of time on social media following and looking up to different music artists, YouTubers, street stylists, radio hosts etc.