Case — Unikalk

Revolutionizing Bone Health Awareness with Digital Innovation

In Denmark, bone health often goes unnoticed until problems arise. Despite 95% of Danes valuing their overall health, 53% rarely consider their bone health, and basic knowledge about calcium and lifestyle factors influencing bone strength is generally low. UniKalk, a market-leading calcium supplement brand, aimed to address this widespread oversight and reposition itself from merely selling calcium supplements to becoming a proactive advocate for national bone health.

Client
UniKalk

Year
2025

Deliveries
Website: Knogletallet.dk,
Visual Identity, Concept,
Campaign Development,
Content Production

Bone health is a public awareness challenge.

For UniKalk, the goal was bigger than boosting supplement sales; it was about changing how people think, talk, and act when it comes to their bones. By launching Knogletallet, an innovative digital tool rooted in lifestyle insights and behavioral change, UniKalk turned a passive topic into an engaging experience.

This wasn’t a traditional campaign. It was a shift in mindset — one that blended technology, education, and empathy to start meaningful conversations among both consumers and healthcare professionals. The result: a more informed public, a more credible brand, and a renewed focus in the public conversation about bone health.

UniKalk introduced a pioneering digital concept, "Knogletallet" (BoneScore), designed as an intuitive and interactive online tool to engage users directly in understanding how their lifestyle affects their bone health.

This tool allowed individuals to easily assess their current lifestyle’s impact on bone health and provided personalized recommendations for improvement. Carefully avoiding overt product promotion, Knogletallet.dk became a credible, educational platform enhancing public understanding of bone-friendly lifestyles.

It combined compelling visuals inspired by UniKalk’s established brand assets and gamified elements to educate users about dietary calcium, lifestyle factors, and healthy habits. Additionally, parallel campaigns targeted the general public and healthcare professionals, including pharmacists and retail staff, equipping them to use the tool effectively in customer interactions and further reinforcing its educational value.

The campaign quickly generated impressive engagement and positive shifts in brand perception:

64% of adult Danes like (high/very high) the idea of testing their bone health
94% of all Danes find bone health testing highly relevant, relevant or are neutral.
46% of adult Danes are very confident/confident that they will take the test.
34% associated UniKalk as a brand advocating for bone health.
31% still identified UniKalk as specialized in calcium.
34% recognized UniKalk’s seriousness in addressing bone health issues.

Professionals in pharmacies also praised the initiative, noting improved perceptions of UniKalk’s responsibility and professional credibility. Ultimately, UniKalk successfully sparked a crucial dialogue about bone health in Denmark and inspired long-term behavioral changes, positioning itself firmly as a trusted leader in public health advocacy.