HØRT, Børns Vilkår
Hørt i Natten (Ticket out of the Dark)
For young people aged 16–24, the loneliness of the "morning after" or the sudden anxiety of a night out is often hidden behind a smile. HØRT (a counseling service for youth) needed to increase awareness and drive actual help-seeking behavior on a shoestring budget of just 40,000 DKK.
We hacked the camera roll by turning 250,000 wardrobe tickets into a direct link to counseling
Make it right Instead of fighting for attention in a cluttered digital landscape, we looked for a physical friction point in the target group’s nightlife routine. We identified a unique behavioral insight: young people often take a photo of their cloakroom ticket so they don’t lose it.
Make it magic We hacked this habit by inventing a new media channel. We printed QR codes on 250,000 wardrobe tickets and distributed them to over 100 venues. When the youth followed their instinct to photograph the ticket, they inadvertently saved a direct link to anonymous counseling right into their camera roll—waiting for them exactly when they needed it most.
Make it work By turning a functional object into an empathetic touchpoint, the campaign moved from “ad” to “utility.” Supported by influencers sharing their own stories of vulnerability, the “Ticket out of the Dark” became a viral anchor in both physical clubs and digital feeds.
Results:
- 63.1% increase in inquiries to HØRT’s anonymous counseling service.
- 250,000 wardrobe tickets distributed across 100+ venues.
- 597,000 impressions and 15,690 engagements.
”HØRT i Natten demonstrates how deep audience and media understanding, combined with creativity, can create maximum impact and real change.”
Awards & publicity
Effie Awards
Silver, Non-profil
Creative Circle
Gold, Ambient
Rambukken
Gold, Insights
Rambukken
Gold, Medie Idea
Danish Digital Award
Bronze, Best Creative Idea
Contagious
Campaign of the Week
Markedsføring
Campaign of the Month
