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New campaign, new look - still the same personal unemployment fund

If you're wondering why the Min A-kasse website or Facebook has looked different for the past week, you're not completely wrong. Min A-kasse has a new visual identity as part of a new growth strategy. Today, the strategy culminates with the launch of a brand new campaign that focuses on seeing Min A-kasse members as much more than their job.

"Only for you". That's the name of Min A-kasse's new campaign that has just been launched. The campaign focuses on the fact that at Min A-kasse we see our members as much more than their job.

"Min A-kasse has always been an unemployment insurance fund with a focus on giving our members personal and honest service. With our new campaign, we are able to put into words and visualize how we see our members as much more than their job," says Mikkel Søe, CEO of Min A-kasse.

The campaign challenges the old narrative that people's identity lies in their work. Instead, the campaign emphasizes that Min A-kasse sees its members as the whole person they are 24 hours a day, not just from 9am to 5pm. The essence of the campaign is that Min A-kasse is there for you in your particular situation. It's about you and your dreams - and everything you're good at. That's why "Min A-kasse" is, as the name suggests, an unemployment insurance fund "just for you".

"I'm extremely proud of our new campaign, which at the same time captures the essence of what we offer our members and sets a common direction for us internally. The campaign reminds us that we are much more than our job. We want to communicate this to everyone, but especially to young people. That's why we have supplemented the campaign with a specific initiative aimed at young people; that we are now Denmark's cheapest unemployment insurance fund for recent graduates. Even though Min A-kasse is one of Denmark's oldest unemployment insurance funds, we have to keep up with the times, and that's what we're trying to do with this campaign," says Maibritt Kerner, Communications Manager at Min A-kasse.

The campaign consists of eight films, eight portraits and six ads.