The ever-changing digital youth culture 

The Media Council classifies films and games for children under the age of 15. But new types of digital media calls for new perspectives and approaches. 

The Challenge

Historically, The Media Council (Medierådet for børn og unge) is tasked with recommending suitable age groups for films and games for children under the age of 15. Recently, The Media Council has also been given the task of disseminating knowledge and materials about children and young people’s use of digital media as well as guidance targeted at children themselves. But, in an ever-changing world, it is a challenge to keep up with changing digital possibilities and the youth culture living with them. Consequently, The Media Council needed advice in order to update and rethink their profile and value proposition. 

The Solution

We examined the use of digital media among today’s youths by way of a survey amongst parents. Furthermore, we interviewed experts, teachers and young people about their habits and needs. By mixing these insights with our knowledge about youth culture and digital development we helped The Media Council develop a strong value proposition as well as a clear profile. This helped the Media Council prepare for an increasingly complex digital future. 


Anna Porse Nielsen
+45 50 51 52 25


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