Executive Production of a preventive campaign for
Rådet for Sikker Trafik & Tryg Fonden
— Changing Behaviour at a National Scale

Changing behaviour is one of the most difficult challenges in communication. Awareness alone is rarely enough — people must recognize themselves before they change their actions.

The Challenge: Young drivers remained disproportionately represented in alcohol-related road accidents, yet traditional safety campaigns were losing effectiveness. Research showed that younger audiences disengaged from authoritative messaging and fear-based communication. The challenge was therefore not simply to communicate risk. It was to create communication people would recognize themselves in.

After seeing a national spike in cases of young males from the age of 18 to 25 drinking and driving, Tryg Fonden and Rådet for Sikker Trafik (DANISH ROAD SAFETY COUNCIL) wanted to do a national preventive campaign specifically for the same target group in Denmark. The goal was to develop an awareness campaign that would grab our audience's attention while conveying a serious message, produced after conducting extensive, in-depth collaborative research, idea generation, and focus group testing. But how do you create a transparent awareness campaign about this issue that is both easy to understand, memorable, and shareable — while aiming to set the stage for a reflective dialogue among the young regarding drunk driving?

My Role: Executive Producer. Working alongside creative leadership, agency teams and the client, I led production from strategic concept through final delivery. Responsibilities included: Executive production leadership, Cross-functional coordination, Stakeholder management, Production strategy, Creative quality assurance, Resource planning, National campaign delivery.

Strategic Thinking: Behaviour changes when communication feels personally relevant. Rather than presenting statistics or moral instruction, the campaign recreated recognisable social situations where audiences could identify their own decisions before consequences occurred. The objective was reflection rather than instruction. This transformed the campaign from public information into behavioural communication.

Creative Execution: Produced two complementary campaign films grounded in audience research and real-world social dynamics. The visual language balanced authenticity with emotional tension, ensuring that the audience recognised everyday situations rather than extraordinary events. Every production decision supported one objective: Create conversations before creating conclusions.

By using visually intriguing and surprising internalized narratives, we assimilate ‘real-life’ situations where the target group can relate and mirror their own behavior, to create real change directly from thought to action, in the hope that the campaign can be a conversation starter and a possible hero for changing the norm regarding drunk driving. Two campaign films for differentiated focus groups within the target groups: 'Who’s driving (the car when you are drinking)?’ and ‘You wouldn’t do (it, right)?’.      

IMPACT:

• National campaign across digital platforms and online video.

• Around 7 in 10 young people remembered the campaign.

• More than half discussed it with friends or family.

• Approximately 8 in 10 reported that the campaign motivated them not to drink and drive.

These results demonstrate meaningful behavioral influence rather than simple media reach. In 2022, the youth campaign consisted of two campaign films: ‘You wouldn’t do it, right?’(the film shows a drunken young man being stopped from getting more alcohol at a party) and ‘Who’s driving when you’re drinking?’ (a group of friends drinking alcohol while driving). They were featured on web TV and various online platforms.

The campaign is proof that when creativity and distribution come together, it is possible to both reach and create results in a target group that has a fleeting media consumption and only takes in brands if they find them relevant. Based on conversations with the young people and analyses of their reactions to the content, two strong narratives were created that take the reality of the target group seriously and visualize situations where they can end up behind the wheel with too high a blood alcohol level.

The results speak for themselves: almost 7 out of 10 young people surveyed remember seeing the film. More than half who have seen the campaign have spoken to others about the campaign – and most importantly, the campaign has motivated 8 out of 10 respondents not to drink and drive.

Leadership Lessons: Research creates value only when it changes creative decisions. This project reinforced my belief that the strongest campaigns begin with understanding people—not audiences. Why It Matters; Behavioral change requires organisations to combine insight, creativity and execution with equal discipline. This project demonstrates my approach to leading communication where success is measured by action rather than attention.

' Who’s driving the car when you are drinking?’