ECPAT Communication Campaign

Anne Engbo Jonasen, Camilla Birkvad Bernth, Dorthe Linde Danielsen, Chanaël Drapaeu & Cecilia Lucia Mancini Ledesma

Studenteropgave: Semesterprojekt


This project entails a study which investigates a target group’s reception of two social change campaigns, on the subject of child exploitation. For this we decided to include the NGO ECPAT as the sender of both the campaigns, and the company The Body Shop as a collaborator in one of the campaigns. The study is based on an epistemological analysis of two posters, representing two different ways of donating. With the point of departure being in semi-structured qualitative interviews of a selected target group, we apply theory by Kim C. Schrøder in order to decode the reception. The findings showed that a compromise of the two approaches would have been beneficial to the NGO in the aspiration to raise funds.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato20 jun. 2014
VejledereHans Christian Asmussen


  • Qualitative interviews
  • Multidimensional model
  • Communication campaign
  • Social change campaigns
  • Communicative functions
  • Body Shop
  • Reception analysis