Multiple campaigns in one year, the use of new media and a full TV broadcast of Tijd voor MAX. In many ways, the SIRE 2021 campaign is unique and innovative compared to previous campaigns.
Let's talk about that.
Over 250,000 children grow up in poverty and this number is increasing explosively. This is why SIRE launched a campaign in March to raise awareness about this. The theme of the campaign is '1 in 13 children in our country lives in poverty. Let's talk about that'. With this SIRE not only wants to stir up indignation, but also really encourage the Netherlands to start the conversation.
At STROOM , we energetically committed to working with all of our media partners to spread this message. As always, our media partners were mobilized to achieve broad visibility for wide reach across medium types: from TV to radio and from online to outdoor advertising.
New media channels for optimal reach
During the first flights, outdoor advertising, online video and online display drove the campaign. This reached 50% of the Dutch over the age of 25. A great first result.
This topic is so important that the campaign is being expanded with two additional flights. Traditionally SIRE campaigns build media reach by using TV to reach as many Dutch people as possible. Now that viewing time is decreasing, advertising time is scarce and young adults are less easy to reach through TV, we have had to look for other ways to bring attention to the campaign this year. This makes for unique and new combinations. For which STROOM together with SIRE was able to enthuse new media partners.
Special broadcast Time for Max
During the last flight, the campaign culminates with a full broadcast of Tijd voor MAX on October 15. In the run-up to World Poverty Day on October 17, Omroep MAX will pay attention to the subject tonight in Tijd voor Max and Meldpunt. In Tijd voor Max, Princess Laurentien will explain why she advocates a structural approach to child poverty, and why the voice of children and young people is so important in this. This evening, the children Romy, Zakariyya and Anashya, who are the face of the campaign, talk candidly about poverty at home and why it is so important to talk about it openly.
Expanding media channels to reach younger audiences
We also managed to mobilize new media to embrace SIRE. For example, the audio commercial could already be heard on Spotify this summer to raise awareness and outrage about the issue. This successfully reached a younger target group (18-24 years old). Currently, the campaign is also being highlighted with banners on Spotify.
Around the various podcasts of Day & Night Media and Tonny Media, the audio spots can be heard right now. With this we reach a younger target group through podcasts like The Red Lantern by Tim de Gier, Willem Dudok and Jonne Seriese, Dit Komt Nooit Meer Goed by Roos Schlikker & Malou Holshuijsen and Ik Ken Iemand Die by Nynke de Jong, Hanneke Hendrix & Alex van der Hulst. All examples of shows that touch the heart of the target audience.
In addition, through our partner Storyboard, we have found several influencers who are embracing the campaign and sharing it with their followers. Through the Instagram Stories of Roxeanne Hazes and Kim Feenstra, tens of thousands of people have already been reached. And through Jimmy's Agency, the campaign videos are being distributed on TikTok to the growing group of adult users. This has already reached more than 1 million Dutch people.
Child poverty back to zero
Child poverty must be reduced to zero. Therefore SIRE started a petition to ask the new government to come up with an ambitious action plan to structurally combat and prevent child poverty. Sign the petition at: https://stopkinderarmoede.petities.nl/.
Media partners thank you!
We thank all media partners who contribute and provide media space: Omroep Max, STER, AdAlliance, OMS/Talpa, DPG Media, Mediahuis connect, NDC Mediagroep, ND & RD, Value Zipper, Q-music, E-power, ORN, Hillenaar, Centercom, JCDecaux, Exterion, Ocean Outdoor, BDU, Rodi media, Kontakt media partners, Nederlands- & Reformatorisch dagblad, Spotta, TAG Outdoor, CS Digital, OOHA, Mundu, Azerion, Jimmy's, FamilyBlend, Marktplaats, Spotify, Showheroes, Kidsproof, Day & night media, Storyboard, Tonny media, Jean Mineur, FoxScreen, [M]Media and all local radio stations: Radio Erasmus, Visual FM, Coastline FM- NH, Radio Soest, UrPlay.Blue & UrPlay.Pink, Radio Amstermeerland.nl, Salto, XXL Radio Rotterdam, Studio040, Geldrop-Mierlo and Waalre, ZFM Zandvoort, Omroep Hoeksche Waard, Radio Ideaal, RTV Stichtse Vecht, Radio Amor and Radio Stanvaste.