The Muslim Private Schools Association in Denmark wanted to change the negative perception surrounding Muslim private schools in the country. They needed to show the public that their schools provide a valuable education to children and help them contribute positively to Danish society. The association's religion was not a threat to Danish values, but a way of life and an important spiritual aspect of the community. I met with the school principal to plan a transparency and educational campaign to showcase the real values of Muslim private schools in Denmark.
The challenge faced by the Muslim Private Schools Association in Denmark was a negative perception and misunderstanding of the role of Muslim private schools in Danish society. This negative reputation was a result of a false perception in the media and among the general public, which created a false understanding of the values and education provided by these schools. This perception caused harm to the reputation of the schools.
The strategy for this campaign was to create a video that would be shared on the school's Facebook page. The focus was on the children, showcasing them having fun, participating in sports, being active in class, enjoying nature, and building strong relationships with their teachers. We wanted to highlight the positive values of the school, such as camaraderie, teamwork, and community. The video would be created using organic marketing, meaning we would not use any video ads. Instead, we would rely on the school's Facebook audience to organically share the video and help it gain traction.
The video gained 5.2k views and 14 shares, making it the most-viewed video on the school's Facebook page. The video had a positive impact within the school community and among people outside it. It helped to change the perception of Muslim private schools in Denmark and highlight their value in educating children and contributing to society. The success of this campaign was achieved through a combination of a strong strategy and execution, as well as a focus on showcasing the positive values and the children's experience in the school.