Danmarks Statistik
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The work made for Danmarks Statistik runs to 1 verified project — mostly DDA2021. Most of it comes from 1 team, including Geelmuyden Kiese. The people who work most often on Danmarks Statistik projects include Knut-Ole Mathisen.
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Gør Verdensmål til Vores Mål
In 2019, more than half of the Danish population had heard of the UN's 17 world goals, but only five percent thought they knew them well. In connection with the development of a Danish baseline for the world goals, Statistics Denmark and the 2030 panel therefore wanted to increase the qualified knowledge of the world goals by engaging the Danes in a conversation about Denmark's contribution to the effort. It was in many ways a politically explosive project to make a public campaign for the world goals, and it required a good political look and a strong understanding of the complicated actor landscape. Baggrund Mere end halvdelen af den danske befolkning havde i 2019 hørt om FN’s 17 verdensmål, men kun fem procent mente, at de kendte dem godt. I forbindelse med udviklingen af en dansk baseline for verdensmålene ønskede Danmarks Statistik og 2030-panelet derfor at øge det kvalificerede kendskab til verdensmålene ved at engagere danskerne i en samtale om Danmarks bidrag til indsatsen. Det var på mange måder et politisk sprængfarligt projekt at lave en offentlig kampagne for verdensmålene, og det krævede et godt politisk blik og en stærk forståelse for det komplicerede aktørlandskab. GK’s analyser af mediedækningen og samtalerne om verdensmålene på sociale medier viste, at verdensmålene var både fjerne og samtidig svære at være uenige i for de fleste. Den eksisterende kommunikation omkring verdensmålene var velmenende, men også uvedkommende for alle andre end de fem procent, der i forvejen var stærkt engagerede. Samtidig var der også en generel forståelse af, at Verdensmålene mest var sat i verden for at hjælpe den 3. verden på vej, mens forestillingen var, at vi i Danmark nok var i mål med det meste. Målet for indsatsen var, at flere danskere på tværs af alder og køn skulle opnå et kvalificeret kendskab til verdensmålene. Derfor var målgruppen for indsatsen den brede danske befolkning. Den sekundære målgruppe var virksomheder og organisationer. Løsning For at sikre at kommunikationen trængte igennem til forskelligartede befolkningsgrupper, udviklede GK en kampagnestrategi, der i kontrast til tidligere verdensmålsinitiativer satte fokus på mange af de områder, hvor Danmark fortsat har lang vej igen. Kampagnens provokerende billedvalg og opsigtsvækkende overskrifter tog derfor udgangspunkt i en dansk kontekst og blev de bærende elementer i en målrettet indsats på sociale medier. En indsats, der ramte direkte ind i de samtaler, danskerne allerede har om alt fra overvægt til ligestilling og klimaforandringer. GK skabte på den baggrund kampagnesætningen: ""Gør Verdensmål til Vores Mål"" Eksekvering: Projektets motor tog udgangspunkt i et ”medfortæller” koncept, hvor alle danskere skulle have mulighed for at deltage i debatten og føle sig inkluderet i processen. Derfor blev der udviklet centrale digitale komponenter, som bestod af en kampagnehjemmeside samt en digital inddragelsesplatform. Hjemmesiden fungerede som et centralt samlingspunkt for alle aktiviteter og fungerede ligeledes som en motor for kommunikationen gennem hele projektet. Derudover fungerede hjemmesiden som støtte til den praktiske gennemførelse af aktiviteter og ikke mindst til at skabe transparens og bred mulighed for inddragelse. Hjemmesiden gav ligeledes alle danskere mulighed for aktivt at blive medfortællere omkring Vores Mål ved at anvende en interaktiv ”pledge” funktion. Herved kunne brugerne generere deres egen personlige udgave af kampagneplakaterne, der efterfølgende kunne deles på sociale medier. På den måde byggede medfortæller-konceptet bro mellem opbygning af kendskab til verdensmålene og inddragelse af danskerne i udviklingen af indikatorer. Den digitale inddragelsesplatform gav interessenter og borgere mulighed for at komme med input direkte på platformen, samtidig med at det fungerede som informationshub for projektet. Platformen gjorde det muligt for den brede befolkning at søge information om projektet og følge processen, hvorved vi sikrede fuld transparens og inkludering af bidragsydere igennem hele forløbet. En dedikeret digital inddragelsesplatform gav, modsat sociale medier som f.eks. Facebook, mulighed for systematisk at opsamle input og data til indikatorudviklingsarbejdet med høj datakvalitet. Platformen gav borgere og interessenter mulighed for at uploade idéer, forslag, holdninger eller dagsordner og gøre disse synlige for andre interessenter. Derefter kunne forslag mv. blive diskuteret, kommenteret eller bygget videre på af andre interessenter, ligesom interessenterne kunne op- og nedstemme forslag og andre input. Dermed blev den digitale samskabelsesproces et centralt element i aktivering af partnere, interessenter og engagerede borgere. Resultat Leverancer: • Kampagnestrategi, kreativt koncept og visuel identitet • Kampagnefilm (speaket af ni ledende folketingspolitikere fra Ø, SF, Å, RV, S, V, K, LA og DF) • 54 kampagneannoncer til print og SoMe • Kampagnesite for voresmål.dk og content til SoMe (Facebook, LinkedIn, Twitter og Instagram) • Involvering og håndtering af interessenter undervejs via medfortællerkoncept • 17 dialog-events og yderligere seks workshops med meningsdanner-debatter fordelt over hele landet i samarbejde med Danmarks Radio P1 • Pressestrategi og -aktiviteter undervejs i kampagneforløbet. Resultater: • 9.194.498 eksponeringer, 1.896.515 videovisninger og 50.505 klik til kampagnesites • 95.283 linkes, delinger og kommentarer • +6.000 kommentarer og input fra almindelige danskere • Involvering og håndtering af mere end 100 forskellige organisationer og +500 interessenter • +100 presseomtaler i lokale, regionale og nationale medier – herunder 17 radioprogrammer med 80.000-100.000 lyttere Som et konkret resultat af kampagnen besluttede finansministeriet, at samtlige ministerier skal udarbejde handlingsplaner for at nå verdensmålene på de respektive områder i Danmark. Steen Hildebrandt, den daværende formand for 2030 -panelet udtalte: Det er, beskedent sagt, den største gave en siddende regering nogensinde har fået: 197 bredt forankrede målepunkter, der hver især kalder på politisk handling og initiativ. Ambitiøse CO2-reduktioner er kun ét ud af 197 målepunkter, hvis vi virkelige skal bevæge Danmark i en mere bæredygtig retning. (English translation + Google translate) Background In 2019, more than half of the Danish population had heard of the UN's 17 world goals, but only five percent thought they knew them well. In connection with the development of a Danish baseline for the world goals, Statistics Denmark and the 2030 panel therefore wanted to increase the qualified knowledge of the world goals by engaging the Danes in a conversation about Denmark's contribution to the effort. It was in many ways a politically explosive project to make a public campaign for the world goals, and it required a good political look and a strong understanding of the complicated actor landscape. GK's analyzes of the media coverage and the conversations about the world goals on social media showed that the world goals were both distant and at the same time difficult to disagree with for most people. The existing communication around the world goals was well-meaning, but also irrelevant to anyone other than the five percent who were already strongly committed. At the same time, there was also a general understanding that the World Goals were mostly set in the world to help the 3rd world on its way, while the notion was that we in Denmark were probably on target with most things. The goal of the effort was that more Danes across age and gender should gain a qualified knowledge of the world goals. Therefore, the target group for the effort was the broad Danish population. The secondary target group was companies and organizations. Solution To ensure that communication penetrated to diverse population groups, GK developed a campaign strategy that, in contrast to previous World Goals initiatives, focused on many of the areas where Denmark still has a long way to go. The campaign's provocative image choice and sensational headlines were therefore based on a Danish context and became the main elements in a targeted effort on social media. An effort that hit directly into the conversations that Danes already have about everything from obesity to gender equality and climate change. Against this background, GK created the campaign phrase: "Make World Goals Our Goals" Execution: The project's engine was based on a “co-narrator” concept, where all Danes should have the opportunity to participate in the debate and feel included in the process. Therefore, key digital components were developed, which consisted of a campaign website as well as a digital involvement platform. The website served as a central gathering point for all activities and also served as an engine for communication throughout the project. In addition, the website served as support for the practical implementation of activities and not least to create transparency and broad opportunities for involvement. The website also gave all Danes the opportunity to actively become co-narrators about Our Goals by using an interactive "pledge" function. This allowed users to generate their own personal version of the campaign posters, which could subsequently be shared on social media. In this way, the co-narrator concept built a bridge between building knowledge of the world goals and involving the Danes in the development of indicators. The digital involvement platform gave stakeholders and citizens the opportunity to provide input directly on the platform, while at the same time acting as an information hub for the project. The platform made it possible for the general public to seek information about the project and follow the process, thereby ensuring full transparency and inclusion of contributors throughout the process. A dedicated digital engagement platform provided, unlike social media such as. Facebook, the opportunity to systematically collect input and data for the indicator development work with high data quality. The platform gave citizens and stakeholders the opportunity to upload ideas, suggestions, positions or agendas and make them visible to other stakeholders. Then suggestions, etc. be discussed, commented on or built on by other stakeholders, just as stakeholders could vote up and down proposals and other input. Thus, the digital co-creation process became a key element in activating partners, stakeholders and committed citizens. Result Deliveries: • Campaign strategy, creative concept and visual identity • Campaign film (spoken by nine leading parliamentary politicians from Ø, SF, Å, RV, S, V, K, LA and DF) • 54 campaign ads for print and SoMe • Campaign site for vårmål.dk and content for SoMe (Facebook, LinkedIn, Twitter and Instagram) • Involvement and management of stakeholders along the way via co-narrator concept • 17 dialogue events and six more workshops with opinion-forming debates distributed across the country in collaboration with Danmarks Radio P1 • Press strategy and activities during the campaign. Results: • 9,194,498 exposures, 1,896,515 video views and 50,505 clicks to campaign sites • 95,283 links, shares and comments • +6,000 comments and input from ordinary Danes • Involvement and management of more than 100 different organizations and +500 stakeholders • +100 press coverage in local, regional and national media - including 17 radio programs with 80,000-100,000 listeners As a concrete result of the campaign, the Ministry of Finance decided that all ministries must prepare action plans to achieve the world goals in the respective areas in Denmark. Steen Hildebrandt, the then chairman of the 2030 panel, stated: It is, to put it mildly, the greatest gift a sitting government has ever received: 197 broad-based measuring points, each calling for political action and initiative. Ambitious CO2 reductions are only one of 197 measuring points if we are to really move Denmark in a more sustainable direction. https://www.dst.dk/da/presse/Pressemeddelelser/2020/2020-09-01-fns-verdensmaal-bliver-danske
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