Kampagneoptimering for Operation Dagsværk

Mie Wiuff, Camilla Mortensen, Nadia Jakobsen & Martin Bennetzen

Studenteropgave: Speciale


Abstract This paper examines how the Danish organization Operation Dagsværk (OD) can optimise their external communication and thereby influence more high school students to participate in “Dagsværkdagen”. On the basis of Bente Halkier’s representation of practice theory and Preben Sepstrup’s perception of relevance, this paper encompasses an analysis of OD’s target group. The main purpose of this analysis is to examine the high school students’ main motives for choosing or choosing to do without participating in “Dagsværkdagen”. In addition to this, OD’s use of dialogic communication is analysed. These analyses are based on empirical data consisting of interviews with eight students from Det Frie Gymnasium in Copenhagen. Finally the paper results in a conclusion, which encompasses suggested solutions for OD on how to optimise their campaign.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato17 jun. 2014
VejledereNorbert Wildermuth


  • Operation Dagsværk
  • Kommunikation