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Blow away complexity: How to B2B on tabloid media

Goals and objectives

Take a complicated EU directive, affecting millions of people, and translate so the ordinary citizen understands what it implies. And at the same time, make sure that company decision makers understand that they must act on it. Now.

On a relatively small budget, that was the task for Ekstra Bladet and Danish software company D4, who offers a technical solution for the EU directive calling for a mandatory whistleblower system in all medium sized and large companies.

So; How do you take something extremely complex - and usually rather boring - and communicate it in such a way that both employers and employees find it relevant? And furthermore; How do you do it on a tabloid media site?

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