The Danish Diabetes Association x Represented

Campaign Objective

The Danish Diabetes Association is a Danish NGO dedicated to combating diabetes through prevention, early detection, and improving the quality of life for those living with the condition. The organization advocates on behalf of patients and their families to create a future free from stigma and the severe consequences diabetes can bring. Each year, the association hosts lotteries, enabling groups such as organizations, clubs, and school classes to raise funds for their own purposes by selling lottery tickets while supporting the fight against diabetes.

This campaign for the Danish Diabetes Association aimed to inspire parents of older children and teenagers by raising awareness about the autumn lottery. The campaign highlighted how children and their classmates or teammates could sell scratch cards to raise money for themselves, their school, or club, while also supporting children with diabetes.

To reach the target audience, we activated two Danish macro influencers who are mothers of older children and have a significant following among families and mothers – an ideal match for the campaign’s purpose. The influencers helped spread the message about making a difference while creating value for themselves and their communities.

The campaign demonstrates how influencer marketing can be an effective channel for NGOs to raise awareness, engage target audiences, and mobilize action while supporting a worthy cause.