What makes it work?
According to Camilla Grove Pelle, Advance CO-CEO, putting the teenage audience at the centre of stories and understanding what captures their attention was a vital part of the process.
"Our task has been to create a universe that teenagers can relate to and that captures them visually and emotionally. As always, it is super important to engage the target audience, but here we also put them in control. We do this with a solution where the young people are in the middle of all the dilemmas and have to make the choices themselves."
Camilla Grove Pelle continues:
"The vision of the award-winning director behind the films, Emil Dam Seidel from Uitch Iscratch, also played a monumental role in why the platform works. So much so, that Emil received the Young Director Award 2022 at Cannes for three of the films under the category of 'Online Branded Film'."
It’s hard for Camilla Grove Pelle to hide her pride in the work, but what really matters to her is that the program achieves its goal and makes a difference.
"Our children must be prepared to act if one day they experience their best friend falling over. It’s exactly what all of Denmark saw when men's national team player Christian Eriksen's collapsed last year."
Experience the interactive learning tool by clicking here