STICHTING ZWERFJONGEREN NEDERLAND

Giving a voice to roof and homeless youth by capturing airtime in various media

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commissioned

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YEAR

2017

DELIVERABLES

Campaign, Print, Activation

MY ROLE

Concept, Design, Creative Direction

TOGETHER WITH

Rens van Strien, Stichting Zwerfjongeren Nederland, Don Bosco Straatvisie, Straat Consulaat

CONTEXT

It is unbelievable that the Netherlands has yearly more than 12,000 young people who roam from place to place. 'Stichting Zwerfjongeren Nederland', the small organization which advocates for the rights and well-being of roof and homeless youth, wants to raise awareness and encourage politicians to take action.

IDEA

Conversations with (former) roof and homeless youth, exposed the inadequacy of the term "homeless youth" and its political implications. To address the urgent need to end the problems of these youth, we decided to make a bold political statement.

IMPLEMENTATION

On August 9, large advertisements featuring the message: 'Let us die out', were placed in major newspapers NRC Handelsblad and NRC Next. Together with youth teams, experience experts and supervisors, we brought this message to the streets of Amsterdam, The Hague, Rotterdam and Utrecht. Various media picked up on this campaign and provided a platform for experience experts youth that sparked a nationwide conversation and pushed for systemic change.

A compilation of all press coverage.

2/1 Advert we made. It says: 'Let us die out' - More than 12,000 young people roam in the Netherlands, every year. This must come to an end. Help 'Stichting Zwerfjongeren Nederland' to stop this problem. Visit zwerfjongeren.nl or donate directly.

GOING 'ON' THE STREETS, TO GET PEOPLE 'OFF' THE STREETS

To draw attention to the 12,500 young roof and homeless youth in the Netherlands, young people campaigned at four stations in the Netherlands. With the text 'Let us die out' we call on politicians to take action and do something concrete for these young people. The media has paid extensive attention to this.

Cards with priorities for improving the position of homeless youth were distributed, including providing safe and affordable housing for young people and ensuring a smooth transition from ages 18 to 18+.

In Amsterdam, The Hague, Rotterdam, and Utrecht, people were out on the streets to display the advertisement and provide information to the public.

PRESS COVERAGE

Various media picked up on this campaign and provided a platform for experience experts youth that sparked a nationwide conversation and pushed for systemic change.