Skrot-uvidenhed.nu

By using effects from the tabloid press and crime series, we helped the Danish Ministry of Environment  inform the public about uncertified scrapyards and create a behavior change, without pointing fingers.
 
With a massive campaign, displayed on outdoor banners, in print media and on digital platforms, we led the audience to a short, but significant video on the website www.skrot-uvidenhed.nu (translates to 'scrap ignorance now').
 
In the video, we meet a Danish car owner who gets an unexpected visit from the police after having delivered his car to an uncertified scrapyard – though unknowingly. The point was not to criminalize the man, but to demonstrate that one cannot necessarily see with the naked eye, if a given scrapyard has secrets.