New Campaign Calls Out the Clowns of Danish Football

Mar. 06, 2025

Juggalos and actual professional clowns. That is more or less the entire list of people who willingly want to be regarded as clowns. For the rest of us, the label “clown” is something to be avoided. Which is why it makes sense to think and act with respect for others in all walks of life, even when you are riled up by football.

In the new campaign for the initiative "Stop Before Crossing the Line" (‘Stop før Stregen’), TV 2 Danmark, the Danish League and Player’s Association aims to foster a safe and inclusive environment for all who love the beautiful game, by illustrating the clownish behavior of fans who act before they think. A 2022 survey showed that 65 percent of players in Denmark’s best football league and 44 percent of players across Danish leagues and genders have received hateful messages.

The campaign is directed by Martin Werner, produced by Bacon and made with TV 2 Creative.