Tillidsfulde Tandlæger
40% of young adults in their 20s and early 30s suffer from dental anxiety. It’s not just fear of pain, noise, or cost – it’s the shame of staying away, and the fear of being judged for it.
This mix of fear and shame causes many to delay appointments, creating a spiral that only worsens over time. Our goal: break the cycle and make it easier to take that first step back.
We created Trillidsfulde Tandlæger – a symbol, a code of conduct, and a community.
It guarantees a judgment-free, respectful experience at the dentist. When young people see the symbol, they know they’re in safe hands – no matter how long it’s been.
In collaboration with the Danish Dental Association, representing 99% of clinics, we developed
the visual identity and a youth-focused rollout:
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Instagram as the core platform, with direct booking via the campaign site.
- A partnership with podcast duo Fries Before Guys, known for their honest, relatable tone.
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A student festival Photo Booth built for social sharing and engagement.
We handled concept development, campaign strategy, and full visual identity.
This project was created as part of my education, developed as a graduation project by me and one of my classmates. The project has not been implemented in practice. The focus was on developing a strong conceptual solution based on thorough research and audience insight.
Year: 2024
core of the concept