Supporting roles – Bachelor project

For my bachelor’s degree in Communication & Design at KEA, I developed a health communication campaign aimed at first-time fathers — shedding light on their crucial, yet often overlooked, role in the breastfeeding journey. The project was awarded Best Bachelor Project of the Year for its strategic depth, creative execution, and social relevance.

The campaign is grounded in research showing that a father’s involvement can significantly affect both the success and duration of breastfeeding. To make the message relevant and credible for the target audience, the concept strategically referenced institutions such as the Danish Health Authority and the Danish Football Association — lending contextual weight to the communication and reflecting how such partnerships could elevate a real-world initiative.

The campaign used a push communication strategy and consisted of three physical elements: two posters and a brochure. Each piece was carefully designed to inform, involve, and motivate — encouraging fathers to see breastfeeding not just as a maternal task, but as a shared responsibility. The brochure also served as an entry point to a digital platform, where fathers could learn more and join a community facilitated by the Danish Football Association.

Grounded in thorough research and crafted with rhetorical and visual precision, the campaign reflects a strong understanding of both design thinking and human behaviour. The project combined health communication, social insight, and strategic design — resulting in a campaign that not only resonated with its audience but aimed to make a lasting impact.