Tolk The Danish Defence

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How could a traditional Danish institution like the Danish Defence recruit Arab-speaking Danes to work as civilian interpreters in Iraq? The target group felt excluded by the Danish society and the campaign-budget was limited. A targeted campaign on Facebook gave the Danish Defence some of its most popular content for a long time: Videos of senior military staff encouraging people to apply for the role as civilian interpreters in broken Arabic. The Danish Defence received more than ten times as many applicants as the year before – and in addition, got a whole new and positive dialogue with a hard-to-reach target group.