Ungdommens Røde Kors (URK) or Youth’s Red Cross is Denmark’s largest humanitarian youth organisation. Its members work voluntarily to ensure a better future for underprivileged children and teenagers. However, a major challenge for URK has been to convey to people that voluntary work is not just about walking around on the street with a collection box and persuade people to contribute.
Our work with URK wanted to challenge this dusty, out-dated notion of voluntary work. We came up with the concept “URK Presents”, where Danish bands create musical experiences at recurring non-profit concerts to pay tribute to voluntary work. As a musical concept, “‘URK Presents” wants to emphasise that there are many different ways to be a volunteer and inspire young people to contribute to this philanthropic and charitable work. Voluntary work is indeed about helping and giving to the best of your abilities. Following this mindset, the musicians play the concerts for free, ensuring greater profit to go to humanitarian purposes.
Apart from creating the concept, Knowtheirname is responsible for the organisation of the events as well as the booking of the bands. At Knowtheirname, we’re proud to have produced a musical concept that helps to inspire and encourage people to do something good for others – for free!