After a pitch, STROOM goes to work for all youth protection organizations in the Netherlands and the Child Protection Council. The campaign "What would you do?", developed by communications agency Het Stormt, puts the beautiful but tough work of youth protection workers, youth rehabilitators and council investigators on the map. The goal of the campaign is to create more understanding and appreciation for the work and dilemmas of these professionals.
The campaign consists of thirteen different stories to reach and inform the target audience about the work of youth and child protection workers. Video is the central means and thus the starting point in the media mix. Online video is the central channel to reach the target group working in the social domain or with an affinity for social issues. stroke. Longform videos of 60" as well as shorter videos of 15" are used on platforms such as YouTube, NPO Start, Nu.nl and social media. Outreach channels were chosen in combination with trade media in order to reach the target group as effectively as possible. Where possible, ads are shown in a relevant context. By activating ads alongside the video deployment in combination with SEA, website traffic is realized. At The kick-off of the campaign is also visible at various NS stations throughout the Netherlands.
"We have deliberately chosen platforms that are selective in the social domain. Here, we selected media and ad formats that provide space to address the dilemmas and important work of youth and child protection workers. Through selective online and print media in combination with placements in relevant trade titles, we run a multi-flight campaign. This allows us to highlight multiple stories through media with high attention value."
Annemieke Overgaauw, Communications Director STROOM
"We want all children in the Netherlands to grow up safely. Usually families can take care of this themselves, but sometimes they don't succeed. Then youth and child protection workers get to work. Together with the family, they look at how safety can be brought back into the home. Many people have an image about the work of youth and child protection workers. This makes sense. The decisions made by youth and child protectors and judges often have a big impact, on parents and children. To give more insight into the dilemmas in their daily work, all 5,200 youth and child protectors in the Netherlands are coming together for the first time. In the campaign they tell who they are and what complex dilemmas they encounter in their work. And they ask the question: what would you do?"
Els van Dijk, direction team 'What would you do'