As the only organization of it’s kind in Denmark, Livslinien offers counselling and help to anyone contemplating suicide or having suicidal thoughts, as well as to their relatives and to the survivors of suicide attempts.

Livslinien receives over 13,000 inquiries each year. Approximately 70% of these calls are from women although in Denmark more men than women committ suicide. 

The organization has 180 dedicated volunteer advisors with a relevant professional background who encourage people in this life critical situation to look for a solution other than suicide.

The Challenge – raising awareness amongst men

To raise awareness and encourage anyone contemplating suicide to call Livslinien for help and counselling, especially men who are traditionally less likely to seek help when they have suicidal thoughts.

The solution – another way out

Adpeople produced a hard hitting campaign based on real anonymous suicide notes designed to draw attention to the issue of suicide and encourage the use of Livslinien help line. The campaign ran with no headlines and very little copy, only a tag line alongside the suicide notes that read Another way out and then the contact details for Livslinien.

The campaign is the winner of  one of Denmark’s most prestigious advertising awards, Reklame for Alvor 2011 and since it launched on March 1^st, 2012, three times as many people called Livslinien compared to same period in 2011. During the first week of March, an average of 60 men turned to Livslinien for advice compared to the same week the year before, when only 20 called. "We did not dare to hope that the campaign would had such an immediate impact, and certainly not among men, who are the ones we especially want to reach out to", said Livslinien’s communication’s manager Kristine Walsh.

You can read more about the campaign’s success here: http://jp.dk/indland/article2722026.ece

An AdPeople multidisciplinary team of 8 from our Austin office was built from different departments and filled with widely varied interests. They’d all strike out on their own paths with something different in mind but with a singular goal of bringing new thinking and ideas back to their teams, colleagues, and clients.

Click here to get an overview and the key takeaways from SXSW Interactive 2012.

In Bangladesh, opposites live side by side. Just a stone’s throw from one of the town’s slum quarters, where shanties stand in a row along the river, you enter a little slice of Denmark. In the office on road number 11, in the Banani district of the capital Dhaka, are new tables, chairs and computer equipment, looking as if they had been torn out of the pages of an interior design magazine. The fittings are black, the walls are white, sporadically broken up by big glass panels and floor-to-ceiling paintings.

The company, GraphicPeople, is the workplace of 230 Bangladeshi graphic designers and is one of the best earning IT companies in Bangladesh. This is a Danish-created success. The company is a joint venture between the Danish advertising agency AdPeople and a Bangladeshi IT company, and it was founded in 2005 as part of Danida’s B2B programmes. “I tend to say that we are neither Danish nor Bangladeshi. We use best practice from both worlds, and that gives us a competitive advantage. It is European design and creativity that meets efficiency,” explains Imtiaz Ilahi, Managing Director of GraphicPeople.

The IT industry in Bangladesh is now experiencing rapid growth, and well over a quarter of a million Bangladeshis are employed in the industry. It is this growth that Danish IT companies have a good hold on, because they got a foot in the door early. Thus Denmark is now the fifth largest cooperation partner among IT companies in Bangladesh. 15% of the companies in the IT industry association BASIS currently cooperate with Danish companies, and Denmark is therefore far more active in the booming Next -11-countries than, for example, Germany and Holland.

Danish companies come to the country in search of efficiency and a cheaper workforce. Bangladesh is becoming more and more interesting in a hard global competition at the same time as the prices for IT services are rising in India and China. Here it is approximately half as expensive compared with other Asian countries.

Danish inroads on the IT scene in Bangladesh are thanks especially to Danida’s B2B programmes, that since 1999, have supported 90 projects. Approximately one third of the B2B projects have been within IT, and it is Danish B2B support that has contributed to the development of this sector.

“European design and creativity meet efficiency” says Imitiaz Ilahi, manager of GraphicPeople, which is a successful Danish-Bangladeshi joint venture and a good example of the potential that is hiding in one of the quickest growing IT markets.

Facts
Bangladesh

• Bangladesh is geographically a small country with an enormously large population of 150 million inhabitants. In recent years, growth has stayed stable at 6% from year to year. The population is very young, with almost two thirds under 34 years old. At the same time, access to education has greatly improved, and each year 1.3 million youths starts at the country’s universities.
• American company Goldman Sachs lists Bangladesh among the eleven Next 11 countries that have the potential to be among the strongest economies during the 21st century. JP Morgan is also enthusiastic.
• Danish IT companies are the fifth largest export destination for the Bangladeshi IT sector, which currently employs 250,000 employees. It is primarily the outsourcing of programming assignments that are sent to Bangladesh, where an IT engineer costs half as much as a colleague in India.

»Danish companies have been important for Bangladesh. As Denmark is globally seen as one of the most developed IT countries, and is therefore an important reference,” says Fahim Mashroor, deputy chairman of BASIS.

Danish matchmaking
The road to Danish and Bangladeshi cooperation goes through so-called matchmaking meetings with companies from the two countries. This is typically done by a delegation of Danish companies going to Bangladesh. The Danish Federation of Small and Medium-Sized Enterprises has been involved in arranging this for a number of years.

“In the first delegations we experienced that it was often the same Bangladeshi companies that turned up. It is very clear that something has happened and that new blood has now come into the industry. They are young and capable and to a much higher degree geared to international customers. They are much more aware of getting global customers so that they can develop themselves,” explains Tine Borch, the chief consultant for the Danish Federation of Small and Medium-Sized Enterprises’ international department.

The Danish Federation of Small and Medium-Sized Enterprises was last in Bangladesh with seven Danish companies in February, and among them was 727 Online and its sister company 727 Communications. They are looking for a cooperation partner for, among other things, programming web and mobile applications. According to 727 Online’s Managing Director, Lars Henrik Larsen, expectations were not sky high due to sub-optimal experiences seven years before. But this has now changed.
“We have actually found four very suitable candidates, and I am sure that within half a year we will have a partnership up and running with one of them. I have no worries about that,” he says.

What has particularly changed is that they are not just people who say “yes”. That is, companies that say they can do everything regardless of what it is.

Text and photo by Morten Jasper
// mja@berlingske.dk

3. section of tomorrow
The trip to Bangladesh was paid for by the International Trade Centre, which is an organization under WTO and the UN, whose aim is to promote business opportunities in developing countries.

For companies, a global footprint means a greater potential for growth. With 40% more people in the world by 2030, your markets and opportunities will expand dramatically. To survive and succeed, your company needs a coherent, responsive global marketing strategy.

As opportunities increase, so do the challenges: Faster communication, digital integration and rapid knowledge sharing all make the world seem smaller. But they don’t really make it any less complex. Just because you can reach out to people around the world more quickly, it doesn’t mean it’s any easier to get through to them.

Discover common ground in a world of difference

Superficially, we see the world becoming more homogenized: global brands and entertainment are omnipresent. But at the same time, with more people and communities having access to unlimited global communication, real cultural differences are becoming more visible.

Discovering a way to create solid growth opportunities in a world of constantly changing behavior is the challenge facing modern marketers. The ability to adapt and adopt at the speed of change is crucial to success.

In marketing terms, this means developing flexible creative communication platforms, optimizing your marketing operation and simplifying your organization to enhance global brand governance. If you can simultaneously reduce time to market and lower costs you have a truly winning globalized formula.
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Reklame for Alvor is one of Denmark’s most prestigious annual advertising awards, involving the country’s best communication agencies and is normally for a charitable cause with the agency, media houses and agency suppliers all providing their services for free.

The AdPeople Worldwide campaign titled “Suicide Note” was selected out of 23 entries from Denmark’s top advertising agencies and will run during the month of March in local and national press as well as on national television, outdoor and online media.

Using real suicide notes as the main campaign messaging, the communication aims to raise awareness among the general public on the painful subject of suicide. It positions Livslinien as “the other way out” when suicide is imminent. No headlines are used in the ads to distract the reader. All they see are the notes themselves.

Click here to read more

AdPeople Worldwide provides lean agency solutions for the globalized world with focus on both creativity and efficiency. This means development of global creativity with local relevance, optimizing your marketing operation, simplifying your organization to enhance global brand governance, reduce time to market and lower costs. All in all a truly winning globalized formula.

Read more

Bureaubiz – the Danish ad and media agency journal – has published their results of this years’ image analysis. Now in its fourth year, the survey is the largest conducted in Denmark. The results are based on the responses of 384 marketing executives across the industry.

In the category which rates an agency’s ability to integrate communications channels, AdPeople’s top three placing is a sure indication that last year’s intensive focus on integration has paid off.

Bureaubiz.dk 16-01-2012
Download full article in Danish