Communication Project - Fertility Campaign

Roxana-Gabriela Zlate-Ivanescu, Sarah Kebedech Ziebe, Ellen Stampe Krusaa & Emilie Brøndum Reeh

Studenteropgave: Fagmodulprojekt


This paper explores and aims to understand the reception of the campaign launched by the Copenhagen Municipality in October 2015. The campaign tried to create awareness for the young citizens of Copenhagen regarding their reproductive health. It attempted to confront the current discourse within Danish society, where people wait until they have taken a longer education, and are thereby older, to start having children. The campaign aimed to get young Danes to consider having children when they are younger and while taking their education. The campaign addressed men and women separately. This paper focuses on the men’s campaign, and how it was received and interpreted by its target audience. While the campaign targeted at women received great amounts of attention, and received intense criticism, the one for men received little to none from its target audience.
The group conducted qualitative interviews to gain insight into the intended target group’s reactions, understandings and interpretations of the campaign. Elements of the campaign, mainly pertaining to the message, aim and target audience, were analysed and the paper establishes why this communication strategy was not effective for this target audience.
The analysis showcases that the target audience and Copenhagen Municipality create contradictory understandings of the campaign, by adhering to two antithetical discourses. It establishes that the target audience found the message of the campaign unclear, irrelevant and provocative, leading them to question the eligibility and trustworthiness of the municipality. It was determined that by means of linguistic and visual communication choices, the campaign led to misinterpretation and little response from the target audience.
The paper discusses what the campaign could have done differently and proposes a number of insights and considerations, were the campaign to be done again.

UddannelserBasis - International Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato30 maj 2017
Antal sider31
VejledereHenrik Juel