For months to come, 60,000 commuters will see a new line of posters promoting a hospital wing being built by Copenhagen Science City-partner Rigshospitalet. That is 60,000 travellers… every day. The new wing, BørneRiget, promises an up-to-date health and care experience for pregnant couples, children and young adults. The new wing also hopes to provide a home for innovation in health and care. All in all, it will be a valuable addition to the innovation ecosystem.

Placing Rigshospitalet on the innovation map

Eleven posters have been mounted on the building site fence lining the main throughfare Nørre Allé. Here, 40,000 cars and 15,000 bicycles pass every day. To highlight the hospitals’ pivotal role in the local innovation ecosystem, the posters include a king size innovation district map and a Copenhagen Science City factsheet highlighting the innovation districts’ favourite key figure: The fact that 450 start-up companies are currently building their businesses here.

New understanding and novel treatments

New posters introduce two doctors and researchers, who will work in the coming wing. These are Vibeke Hjortdal who is investigating links between congenital heart disease and later brain related issues and Nicolai Aagaard Schultz who is developing methods to use parts of a parent’s liver as donor organ to implant in their child.

Underlining ties

Posters from an earlier series include Bettina Nygaard Nielsen who has invented a novel pain-treatment for children and Anders Juul who is working to understand and treat rare hormonal syndromes. They also include Per Christiansen, the CEO of the university hospital Rigshospitalet and David Dreyer Lassen, who is Chairman of the Copenhagen Science City Development Council

Targeting decision-makers

The aim of the new poster-line is to raise awareness of the innovation district. Of its value to society and to start-up culture. Nørre Allé is one of the main thoroughfares for commuters from affluent neighbourhoods to the north of Copenhagen. Neighbourhoods that are likely to house investors, entrepreneurs and captains of finance and industry. This is a demographic that is notoriously difficult to reach, but very important for Copenhagen Science City’s goal of becoming “possibly the best place in Europe to launch or scale an innovation-based business”.