problem
More than a third of all danes between 18-24 don’t like how they look (epinion)
insight
The weight of beauty ideals is bigger than ever, but young people don’t realize on a daily basis how toxic an environment they’re in
idea
Instead of telling them they’re just fine - like so many others have tried before - we did the opposite. We said: You look disgusting
A film reminding them how many places and times the target group basically is being told they’re wrong. Reminding them of the toxic environment they’re in.
problem
43 % of young danes say that influencers influence how they feel about themselves putting a pressure on how they’re supposed to look and live
insight
Everyone can be influenced even influencers - so could we simply ask them to share more responsibly?
idea
‘Dear influencers’ addressed influencers directly -and asked them to share more responsibly. It became the most watched and shared piece of content on P3’s instagram in 2024.
problem
Heavy use of social media is part of the mental heath crisis where young people are a big part of the statistics
insight
In Denmark we have regulations for so much. We put side effects on medicine, we regulate when kids can eat mango and we put warning signs on nicotine. But none on social media even though the list of side effects is getting longer and longer
idea
The side effect cover - made to protect you not your phone. It was sent to a long list of politicians in the parliament reminding them of the side effects along with this video. [note: This video wasn’t released because of a lot of lawyers….]