What happens when you take expert advice from middle schoolers?

Danish Efterskoler stands out as more than just a residential school for middle school students, it is a uniquely Danish creation. The spirit of efterkoler can be traced back to the visionaries N.F.S. Grundtvig and Kresten Kold, in the 19th century, who aimed to make education and cultivation accessible to the masses, encouraging them to take responsibility for their future and society as a whole. Today, our client Efterskoleforeningen (The Association of Efterskoler) represents and supports the interests of all 241 efterskolers in Denmark.

Although efterskoler have become increasingly popular in recent years, Efterkoleforeningen do not take anything for granted. Twice a year, they invite prospective students and their families to experience the institution's ethos firsthand at open house events held at all efterskoler throughout the country.

Our task was to create a campaign for efterskolerne and the open house events that would resonate with young people and families across the nation, and inspire them to directly experience efterskoler.

To achieve this, we drew inspiration from the students themselves, seeking to understand the impact that the institution has on personal growth, community, and societal engagement. From the conversations with the students, we crafted the campaign "Life Lessons" – a raw, authentic, and visually striking campaign that speaks to the very heart of what efterskolerne stands for. With headlines like "Courage is contagious," and "nobody, needs no one," our campaign encourages young people to embrace community, life education, and helps them develop the mindset needed to make a positive impact. The resulting film – a speech from current efterskole students to the next generation – showcases the transformative power of the institution and inspires future attendees to embark on this unique educational journey.

The results speak for themselves: in the 2021/2022 school year, a record-breaking 31,745 young people enrolled in efterskolerne, a testament to the enduring legacy of this remarkable institution.