DR / P3 - "Generation Burnout"

Uncle Grey

Uncle Grey Copenhagen, Denmark

751

This ad is part of the ACT Responsible Collection

Brand: DR / P3
Country: Denmark

Advertiser: DR / P3

Title	Generation Burnout
Agency	Uncle Grey
Campaign	P3 Mission.
Advertiser	DR / P3
Brand	DR / P3
Date of First Broadcast/Publication	2023 / 3
Business Sector	Public Safety, Health & Hygiene
Story	5 years ago, The World Health Association recognized burn out officially as a new disease. Today, 44% of Danish youth is feeling burned out*. The number of young people suffering is increasing. Danish public service radio and TV-station has a mission to turn the tide in a mission to find out what makes the youth happy and encourage them to do more of that – to avoid burnout. March 9th mental health becomes a part of the curriculum in schools across the country. For over 30 years Danish schools have participated in a physical health day. Now the schools are getting a Mental Health Day as well. On the 9th of March, youth education groups will gather and focus on the mental well-being of young people. In collaboration with student and management organisations at the country's youth education as well as a circle of advisory organisations, the P3 Mission runs a new well-being day at a large number of the country's youth education. Young people burning out will launch The Mental Health Day. To create awareness about The Mental Health Day, human sized candles are popping up all over the country. Each of the statues are made from candle wax that symbolises what happens if we don’t act: inaction will lead to an entire generation burning out. The candles will take approx. 2 months to completely burn out. Serving as a very real countdown – and a symbol of the state of the youth. The candles are placed in the biggest cities of Denmark and will also make appearances in different programs on the broadcaster’s channels. Getting the issue in front of policy makers In addition to the large candles, small versions of the burnt-out youth will be given to different stakeholders and appear in TV-shows. Bespoke packaging will be created for politicians, stating what they and their ministry can do to avoid young people from burning out.
Media Type	Case Study
Length	119 seconds
Advertising Manager	Dorthe Duvander Kragh
Advertising Manager	Malene Birkebæk
Advertising Manager	Linda Etgar
Advertising Manager	Marina Jensen
Creative Chairman	Lars Samuelsen
Creative Director	Clara Prior-Knock
Creative Team	Jacob Grandt
Creative Team	Cecilie Jelstrup Larsen
Creative Team	Nicoline Grace Paulsen
Creative Team	Simon Frøsig
Editor	Thorbjørn Fessel
Motion Graphics Artist	Thorbjørn Fessel
Head of Production	Anja Erngart
Chief Operating Officer (COO)	Charlotte Porsager