Campaign to encourage Danes to switch off their phones sees widespread adoption

A campaign to encourage Danish consumers to ‘turn off their phone and start a conversation’ has proven successful, according to headspace Denmark.

headspace Denmark’s #SlukSammen campaign was launched in September, with a survey noting that 1.7 million Danes, including 57% of 15-19 year-olds, were aware of the campaign, and 84% of this cohort – close to a million and a half people – said that they ‘reflected’ on their phone usage as a result of it.

More than a quarter, meanwhile, said that they actually changed their behaviour by turning off or putting their mobile phones away, with 10% saying that they managed a full 24 hours without looking at their phone.

The campaign also invited people across Denmark to spend Sunday, 21 September without phones or digital devices, in the process seeking to raise awareness of growing phone use and its connection to mental health issues, particularly among young people.

‘Great support’

“We are incredibly happy about the great support for #SlukSammen,” commented Trine Hammershøy, CEO of headspace Denmark.

“The fact that so many Danes – and especially young people – have not only noticed the campaign, but have actively taken a stand on their screen habits shows that ‘mobile-free Sundays’ are, hopefully, here to stay.”

Campaign cooperation

The effectiveness of the #SlutSammen campaign was reinforced by cooperation between multiple partners, including organisations, companies and public figures, who helped share the message across media channels.

“We would like to say a big thank you to our ambassadors, partners and headspace employees who have helped raise this important agenda – and not least to the hundreds of thousands of Danes who have considered their screen habits,” Hammershøy added. “We are already looking forward to switching off together again.”

Posts and videos related to the campaign gained 4.56 million views on social media, and the topic received extensive coverage in national media.

‘Research points to a link between excessive screen use – especially in children and young people – and poor mental well-being,’ headspace Denmark said. This is partly because our brains are not designed for the constant interruptions and stimuli that screens expose them to.’ Read more here.