“Tal ordentligt – det koster dig ikke noget“ (“Speak decently – it doesn’t cost you anything”) is the tagline of Danish low-cost mobile company Call Me’s public awareness-raising campaign, which focuses on the harsh tone in the Danish public sphere. The campaign is the culmination of Call Me’s strategic shift from focusing on profit to focusing on purpose. A strategy which has already created tangible results on both the inner and outer bottom lines.
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