Josefine Løvig, Claudia Garcia, Lisa Urbe & Julie Maibøll

Studenteropgave: Semesterprojekt


Abstract In the midst of war in the Middle East, thousands of people are fleeing their home country with the hope of creating a new life in Europe. In 2015 the Danish Minister of Foreign Affairs, Inger Støjberg, printed an ad in a Lebanese newspaper with the aim of discouraging refugees from coming to Denmark. The campaign received much debate in Denmark, as many Danes did not approve of the campaign being sent on their behalf. This paper presents a somewhat different approach to a campaign with the intention of being helpful, rather than hostile. The goal of the campaign is still to deter refugees from coming to Denmark, but without creating a negative image of Denmark and the Danish citizens. A reception analysis of how the campaign could consequently brand Denmark as a nation, seen from the Danes’ perspective, is therefore presented.

UddannelserBasis - International Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato18 dec. 2015


  • Refugee, Planned communication, Place Branding, Reception Analysis