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 Danish Parliament, the Children’s Rights Organization placed hundreds of empty school chairs in front of the building. Each chair represented a child and was used as a media to tell the reason for their 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 video click here
On the chairs were written true stories
about why kids are not in school
In 24 hours we reached over 65% of Danish adults
with zero media budget
The chairs became the main subject
at the opening of the Danish Parliament
For English readers:
Party Chairman Pia Olsen Dyhr, rewrote her speech at the Parliament to address The Children’s Rights Organization and the empty chairs. 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.
Credits:
Cecilie Larsen — Creative lead
Marie Frederiksen — Creative lead
Rasmus Lind — Photographer