Mikkel Blaabjerg has directed the latest campaign for Mødrehjælpen or ‘Mother’s Help’, the Danish social-humanitarian organisation who offer support and counselling to pregnant women as well as families in vulnerable positions.
The narrative highlights the barriers that families from a lower socioeconomic status face on a daily basis whilst simultaneously celebrating their strength.
The film was met with an incredible response online, garnering thousands of views on Instagram, proving that the campaign is not only beautiful but most importantly; effective.
We sat down with Mikkel to discuss his approach when tackling a difficult subject matter and how to represent real people with accuracy and respect.
Where did the initial idea come from?
The initial idea was inspired by Mødrehjælpen's century-long commitment to supporting mothers and families in vulnerable situations. We wanted to craft a narrative that reflected the organization's enduring relevance, compassion, and impact.
What message did you want to convey to your audience ?
The message was simple but powerful: Mødrehjælpen has been a lifeline for generations, and their work continues to shape brighter futures for families in need.
While Mødrehjælpen supports all families without gender bias, we chose to portray a single mother. Her story represents how personal struggles can escalate to an unbearable point, creating a labyrinth of negative thoughts where finding a way out seems impossible.
The campaign aimed to evoke emotional resonance by celebrating resilience and hope, demonstrating how collective support can transform lives.
From a production perspective I understand you were working with a very limited budget, that must have come with some major challenges ?
The production process was as heartfelt as the campaign’s message. Everyone involved worked for minimum wage to support the cause. Danish actress Sara Hjort, known for her impressive career, portrayed the main character and brought depth and authenticity to the role.
The most significant challenge was finding the right balance between highlighting families' struggles and celebrating their resilience. We had to ensure the narrative avoided sentimentality or any implication of victim-blaming, especially regarding the absent father. It’s just a tricky situation—that’s the reality.
It’s rare in advertising that we get to create pieces with such a powerful moral purpose, that must have been incredibly rewarding ?
The most rewarding moment came after the campaign launched online, reaching 20% of the Danish population. The emotional responses were overwhelming, with many viewers sharing personal stories of how the campaign resonated with their experiences.
Creating campaigns like this, focusing on purpose rather than profit, is incredibly fulfilling. Everyone involved was deeply committed to achieving something extraordinary because of their passion for the cause, not financial gain. If only more brands understood the power of purpose-driven creativity...
Can you tell us about the campaign’s release and the impact it has had ?
The project was released in October 2024, marking Mødrehjælpen's centenary celebration. It became the centrepiece of their anniversary campaign, spanning social media, broadcast, and live events.
Following the initial release, a tactical Christmas campaign built on the momentum, resulting in a record-breaking fundraiser for families in need during the holiday season.
