Strengthening Mary Fonden’s Social media to help fight social isolation
Founded by Her Majesty Queen Mary, Mary Fonden is one of the most well-known foundations in Denmark. It’s initiatives address a range of issues in Danish society, with the main focus areas being social isolation, domestic violence, bullying and well-being. These are all complex issues that can have major consequences for both individuals and society as a whole.From a communication perspective, they are not problems that can be solved via a single campaign. They demand a comprehensive effort and long-term attention across different channels and focus areas – which Sunrise and Mary Fonden have worked together on for several years.
Challenge
While communication was already a high priority for Mary Fonden, there was still untapped potential in the activation of its digital channels and social media to spread awareness about social isolation and inspire solutions. Specifically, Mary Fonden wanted a more cohesive strategic approach and identity on social media to ensure consistency in communication and enhance its impact.
Looking for a partner that could bring a strategic approach and creative strength to its communication, Mary Fonden began working with Sunrise in 2020.
Solution
Sunrise’s partnership with Mary Fonden started with the social media activation of the foundation’s campaign against social isolation. Centered around an emotional hero film and including interviews, advice and other content, Sunrise unfolded the campaign across Mary Fonden’s various social channels.
Sunrise then developed an overall strategy for Mary Fonden’s social media. This included communicative positioning on social media, target group definitions
and content categories.
Following the social isolation campaign, Sunrise carried out film production, graphic production and activation of Mary Fonden’s Skolestyrken, Fri For Mobberi, Børnestaffetten and Mediekonkurrencen campaigns.
In 2022, Sunrise and Mary Fonden worked together to draw awareness to the issue of domestic violence, producing an impactful creative concept and emotional brand campaign titled Vold i Hjemmet.
The same year, in preparation for the Fælleskabsmåling conference, Sunrise and Mary Fonden worked together with Trygfonden to develop a cohesive visual identity and short case films for the conference and social media centered on individuals discussing their experience with loneliness.
In 2024, Mary Fonden released another campaign zeroing in on loneliness, for which Sunrise delivered a creative concept, visual identity and film production.
Later that year, Sunrise and Mary Fonden worked together on the development of a visual identity for AFTRYK, which is a collaborative initiative between students and schools aimed at bringing the ideas and opinions of young people into decision-making that impacts their everyday. Together with the visual identity, Sunrise also produced content templates to be used on social media and at conferences.
Result
Sunrise’s collaboration with Mary Fonden has helped increase the impact and reach of the foundation’s work. The social media strategy has provided greater consistency to Mary Fonden’s social media presence and enhanced the effect of the foundation’s various campaigns and always-on communication.
The partnership is ongoing, as Sunrise continues to play a big role in assisting Mary Fonden’s work on social media.
