Agency: Uncle Grey


Massive candles are popping up around Denmark to
raise the alarm on mental health

5 years ago, The World Health Association recognized burn out officially as a new disease. Today, 44% of Danish youth is feeling burned out*. The number of young people suffering is increasing. Danish public service radio and TV-station has a mission to turn the tide in a mission to find out what makes the youth happy and encourage them to do more of that – to avoid burnout. March 9th mental health becomes a part of the curriculum in schools across the country.

For over 30 years Danish schools have participated in a physical health day. Now the schools are getting a Mental Health Day as well. On the 9th of March, youth education groups will gather and focus on the mental well-being of young people. In collaboration with student and management organisations at the country's youth education as well as a circle of advisory organisations, the P3 Mission runs a new well-being day at a large number of the country's youth education.

Young people burning out will launch The Mental Health Day.

To create awareness about The Mental Health Day, human sized candles are popping up all over the country. Each of the statues are made from candle wax that symbolises what happens if we don’t act: inaction will lead to an entire generation burning out. The candles will take approx. 2 months to completely burn out. Serving as a very real countdown – and a symbol of the state of the youth.

The candles are placed in the biggest cities of Denmark and will also make appearances in different programs on the broadcaster’s channels.

Getting the issue in front of policy makers
In addition to the large candles, small versions of the burnt-out youth will be given to different stakeholders and appear in TV-shows. Bespoke packaging will be created for politicians, stating what they and their ministry can do to avoid young people from burning out.

“We needed to create a symbol of the state of the youth and show the consequences if we don’t act now. All statues lead to a series of solutions – one of which is The Mental Health Day in Danish schools.” says Clara Prior-Knock, Creative Director at Uncle Grey.

“For years we have focused on the importance of physical health – now it’s time to focus on keeping the mind fit. With this project we hope we can shine a light on the importance of that, and help young people know they are not alone in their struggle – because with a series of initiatives, we are here to help them.” says Charlotte Porsager, Chief Operating Officer at Uncle Grey.

This professional campaign titled 'Burnout' was published in Denmark in March, 2023. It was created for the brand: P3, by ad agency: Uncle Grey. This Experiential medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 1 year ago.


DR / P3
Dorthe Duvander Kragh, Cross-category Producer, DR Youth
Malene Birkebæk, Editor in Chief, DR Youth
Linda Etgar, Head of indie TV commissioning, DR Youth
Marina Jensen, Project Manager DR Youth

Uncle Grey
Creative Chairman: Lars Samuelsen
Creative Director: Clara Prior-Knock
Creative: Jacob Grandt, Cecilie Jelstrup Larsen, Nicoline Grace Paulsen, Simon Frøsig
Editor & Motion GFX Artist: Thorbjørn Fessel
Head of Production: Anja Erngart
Digital Director: Kasper A. Nielsen
Chief Operating Officer: Charlotte Porsager

Løgumkloster Lys
Alexander Rindom Andersen, Fellow
Jonathan Grinderslev Jensen, Trainee
Solits B.V
Mariana Belivanaki, Head of Sales UK and Scandinavia

Ebbefos Fonden

Advisory organisations:
Ungdommens Røde Kors
Region Syddanmark
ABC for Mental sundhed, Københavns Universitet

Student organisations:
Modstrøm – Foreningen for FGU-elever og unge omkring FGU
Landssammenslutningen af Handelsskoleelever
Erhvervsskolernes Elevorganisation
Danske Gymnasieelevers Sammenslutning
School organisations:
FGU Danmark
Danske Erhvervsskoler og -Gymnasier
Danske Gymnasier
Dansk Ungdoms Fællesråd (DUF)
Ungdomsbureauet o.a.


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