The Empty Chairs
Børns Vilkår
ACTIVATION
How do you reach 65% of Danish adults including the entire Parliament with no media budget?
In one of the world’s happiest countries, 1 in 6 children are so unhappy they don’t go to school.
At the opening of the Parliament, the Children’s Rights Organization of Denmark, placed hundreds of empty school chairs in front of the building. Each chair belonged to a child and was used as a media to tell the real reason behind the school absence. The aim was to bring attention to the issue in a political and broader perspective.
Bronze Lion in Creative Strategy, Breakthrough on a Budget
Shortlisted at Cannes Lions in PR, Use of Events & Stunts
23rd on WARC Effective 100
Gold Winner at Effie Europe, Best of Europe: Positive Change
Gold Winner at Effie Europe, Best of Europe: Small budget
Bronze Winner at Effie Europe, Best of Europe: Social Good
Finalist at Effie Global, Best of the best
Gold Winner at Effie Denmark, Social Good
Gold Winner at Effie Denmark, Small Budget
Silver Winner at CCA in Creative Impact on Society
Shortlisted at CCA in Earned Media
Shortlisted at CCA in Promo & Activation
Shortlisted at CCA in Events
Case Study — for English version click here
On the chairs were written true stories about why children are not in school.
In 24 hours we reached over 65% of Danish adults with zero media budget.
The event resulted in a large mainstream media coverage the entire day, including being broadcasted on the two national TV-stations of Denmark. Within the first 24 hours the empty chairs reached more than 2,700 million Danes. The earned media value generated within the first day is estimated to be DKK +2.000.000. The media budget was DDK 0.
The chairs became the main subject at the opening of the Danish Parliament.
Party Chairman Pia Olsen Dyhr, rewrote her speech at the opening debate to address Børns Vilkår and the empty chairs in front of the building. One of her main points being that they, as political leaders, should take responsibility and help the children. Attendees were – amongst others – all of the party chairmen including the Prime Minister of Denmark.
Creative lead: Cecilie Larsen
Creative lead: Marie Frederiksen
Photographer: Rasmus Lind