Encouragement or discouragement

How do you communicate healthy living to the Danish population so that they choose the healthy option? At envision, we believe that you can take one of two approaches: the nice and comfortable encouragement route that helps consumers and gently nudges them towards a healthier lifestyle; or the depressing discouragement route that uses cold, hard facts to ram home the seriousness of the issue. Which of the two presents the best option depends, as always, on the market, target audience and product.

We test the waters of those unhealthy Danish habits and consider the Danes’ relationship to healthy eating, and how you can deliver an encouraging or discouraging message that works.

Download the report here (Danish only)