En liga for sig (A league of its own) is a campaign concept for Folkekirkens Nødhjælp that turns donations into a nationwide competition between Danish municipalities.
Inspired by the world of sports, every municipality gets its own place in a league where donations per resident decide the ranking. The more residents donate, the higher their municipality climbs the table.
The concept taps into Danes’ local pride and the urge to beat the neighbouring town. We use the same mechanics that usually make us gamble for money to raise money for people who need it instead.
For once, it’s not about winning money. It’s about winning by giving it away.
