In the spotlight:
"Drawing out the silence"
2025 Bronze Effie Winner
Effie is about awarding ideas that work, educating about effective marketing and showcasing the best work to enhance learning in our industry.
CAMPAIGN NAME
Drawing out the silence
CATEGORY
Positive Change: Social Good - Non-Profit
CLIENT
Psykiatrifonden
LEAD AGENCY
Uncle Grey
CONTRIBUTING AGENCY
Media Investment
CAMPAIGN DESCRIPTION
Drawing Out the Silence transformed children’s unspoken thoughts and feelings into powerful works of art displayed at ARoS, sparking awareness and meaningful action.
By giving children a voice through their drawings, the campaign generated a 16-fold increase in families actively seeking help and earned over €535,000 in organic media coverage.
Its impact extended beyond awareness, bringing the issue into political negotiations and paving the way for lasting change.
THE CHALLENGE
In Denmark, approximately 310,000 children grow up with a parent living with mental illness, yet 70% receive no support. Despite parents’ intentions to protect their children, stigma, shame and fear often prevent open conversations at home, leaving children feeling anxious, isolated and unheard.
The challenge was to break this silence and encourage families to seek help. With a limited budget, the campaign needed to reach three key audiences: parents, who could initiate conversations at home; professionals, such as teachers and healthcare workers, who could recognise signs of distress and offer support; and the media and policymakers, who could bring the issue into the national spotlight and drive lasting change.
STRATEGIC APPROACH AND EXECUTION
“Drawing Out the Silence” put children’s voices at the heart of the campaign, using their own drawings and stories to make the emotional impact of parental mental illness impossible to ignore.
The campaign launched at ARoS Art Museum in Aarhus, where eight children’s personal stories were transformed into an art exhibition, accompanied by audio narrations. The exhibition served as a catalyst for a nationwide digital campaign, bringing the drawings to life through animated videos, authentic quotes and social media content on Facebook and Instagram.
Combining PR, paid and organic social media, the campaign reached families, professionals and decision-makers. All communication directed audiences to sporgmere.dk, where practical advice and conversation tools helped turn awareness and empathy into meaningful action.
Clear evidence of success:
- 16-fold increase in families actively seeking help.
- Widespread national visibility across TV, radio and leading media outlets.
- Over DKK 4 million in organic media coverage.
- Political impact: A party spokesperson committed to raising the issue in political negotiations.
- Potential for lasting change through increased awareness and political engagement.
RESULTS
- 16-fold increase in website traffic: Daily unique visits rose from 150 to 2,500.
- 788,408 Danes reached: Exceeded the campaign's reach target by over 57%.
- 40,713 clicks to the advice platform: Surpassed the target by more than 16%.
- 5-second average video playtime: 67% above target and more than double the industry benchmark.
- Over €535,000 in earned media value: Extensive editorial coverage, alongside a public political commitment to action.
WHY A BRONZE EFFIE? Here's what the jurors said.
