Campaign repositioned ​Børns vilkår as the voice of children in divorce cases and advised parents​

Task

When two adults split up, it’s rarely conflict-free and simple. Especially when children are involved. Amidst the crisis, grief and pain, the family is forever changed and the adults’ emotions can easily take over and affect the children. Although this is the last thing the adults want.​

Børns Vilkår wanted an increased focus on the support and help parents can find via their digital tool skilsmisseguiden.dk. And not least, they wanted to strengthen the general understanding that it is important to take the children’s perspective in parental conflicts and during divorces.

Solution

Divorce is not for children. Yet close to half of all couples end up divorced. Børns Vilkår’s campaign emphasizes the obvious: that children do too. ‘Children get divorced too’ reminds Danes of the role of children in divorce.

The campaign takes parents by the hand, mirrors difficult emotions and encourages them to reflect on how divorce affects children.​ In a campaign film, we meet three brave parents who read out a letter they have written to their children. They are letters that, in hindsight, put the divorce into words – the vulnerable alongside the more practical and the new reality.​

The film is supported by a series of social media content elements that illustrate how complex it is for children to live in a divorced family: not just having two homes, but also having to adapt to different rules, parenting methods and maybe new girlfriends and boyfriends?

Result

The campaign film received 332,000 views and was watched for an average of 1.5 minutes per view. In addition, 22,000 people clicked through to Børns Vilkår’s divorce guide.

The campaign helped to reposition Børns Vilkår as an organization that has the children’s voice in divorce cases. Among other things, this is reflected in the inquiries to Børns Vilkår’s counseling services. ​