Alpha Denmark has existed for 10 or so years, and when Levi Dørken was appointed director in 2012, it was time to dust of the old image and start fresh. Alpha is a succesful tool to invite people to think about the big questions in life such as death, the afterlife, love and such, and Alpha Denmark wanted to be the "go to" place.
In order to create a new and fresh image, we investigated our target groups and created two personas based on them. Based on brainstorms with our two target groups, we launched a new website, a Facebook page and a Twitter account. We established a closer collaboration with Alpha headquarter and started to integrate their campaign material.
This year we are doing our biggest campaign so far with endorsement from Bear Grylls, who was made famous in Man vs Wild on the Discovery Channel. The campaign will launch nationwide.
After I got home from London, the director of Alpha Denmark, Levi Dørken, called me up and asked me if I was interested in helping him creating a communication strategy, including social media. Through meetings every other week, brainstorms with our target groups and creative people, we created a strategy that has helped re-launch Alpha Denmark. I still volunteer on project basis.