Coop x Folkebevægelsen mod ensomhed x Represented

Campaign Objective

We are not counting down to the same thing. Analyses estimate that Christmas is a challenging time for up to 600,000 Danes who feel isolated and excluded from holiday festivities such as Christmas parties, picking Christmas trees, and baking Christmas treats – they feel lonely.

Therefore, Coop and the Movement Against Loneliness launched the campaign ’25 Days Against Loneliness,’ joining forces to create a special calendar candle with 25 days. The 25th day symbolizes that not everyone is counting down to Christmas Eve but rather to when Christmas is over.

The calendar candle was designed as a conversation starter about loneliness – both on social media and in homes where the calendar candle is placed in Christmas decorations and on tables. By purchasing the calendar candle, individuals supported the Movement Against Loneliness’s efforts.

We activated more than 100 micro-influencers who, in a coordinated effort, shared pictures of the calendar candle on Instagram on the same day in November. The goal was to initiate conversations about loneliness leading up to Christmas and to raise awareness of the special calendar candle and what it represents when purchased in Coop stores.

At the same time, we engaged 17 macro- and mega-influencers, each sharing personal stories about loneliness. One mega-influencer received over 500 personal stories and advice on coping with loneliness in his inbox, from which he shared selected ones with his over 1 million followers.

The campaign achieved an astonishing 15,400,000+ exposures in under 25 days.

In addition to our activation of many influencers, Coop and the Movement Against Loneliness also engaged the musician Rasmus Seebach, who released a special song against loneliness as the soundtrack for the entire campaign.