Codan: Campaign to increase the use of reflectors among young people.

Codan and Børneulykkesfonden conduct an annual survey on Danes' use of reflectors. The results consistently show that young people aged 15-34 have the lowest usage rates. The campaign - #blivset – was to increase the use of reflectors among young people.

While 74% of younger children wear reflectors, only 32% of young people do. Codan and Børneulykkesfonden launched an initiative to encourage young people to wear reflectors in the dark.

RelationsPeople and creative partner collaborated with musician Kesi and designer Soulland to create a series of showpieces and a beanie made of reflective material. The campaign aimed to provide a new perspective on reflectors. Kesi and Soulland became ambassadors for the #blivset message and helped increase visibility on their own platforms.

The #blivset campaign began with a launch event at Soulland’s store. Guests had the opportunity to see the collection and enjoy an intimate concert with Kesi, who also wore the collection to his other concerts.

Six influencer ambassadors were involved and helped spread the message on their channels, using the beanie as a handle. The beanie could be purchased at Soulland and carried a tag with information about the initiative. It sold out in two weeks.

The initiative had a campaign site that acted as a business card for all activities. The campaign concluded with an auction of the reflective showpieces, and the proceeds were donated to the Børneulykkesfonden.

Leading national media outlets such as Go’ Morgen Danmark, Politiken, Børsen, Euroman, and others covered the campaign, and it was also promoted on social media channels.