YEAR
2021
DELIVERABLES
Strategy, Concept document,
Look & Feel
MY ROLE
Creative strategy
TOGETHER WITH
Lilly Wiggers
CONTEXT
Takecarebnb brings status holders in contact with host families who open their homes for three months. A status holder is a refugee who has been granted a Dutch citizen status. Until a house has been found, they'll continue to live in an asylum seekers' center (AZC). Thousands of status holders are currently waiting for a home.
IDEA
To increase awareness and attracting more host families to sign up, I was tasked to create a campaign concept. This resulted in the tagline: “Integreren begint met logeren” (Integration starts with staying over), which emphasizes the vital role, host families play, in helping newcomers assimilate.
IMPLEMENTATION
The campaign’s objective is to remind people that integration is a two-way process that begins with opening your home to newcomers. Through the use of a documentation-style approach, the Takecarebnb campaign showcases the authentic human connection between host families and asylum status holders.
....
"INTEGREREN BEGINT MET LOGEREN"
"As a host family through Takecarebnb, a status holder is able to experience everyday life in the Netherlands in a natural and authentic way. They are able to practice their language skills, learn customs and unwritten rules. This is especially valuable since they may not have that opportunity while living in an asylum seeker center.
Integration starts with staying over. Become a host family."
A concept document has been created for TakecareBnb, with elements such as message, story, and instructions for the visual style + stories.
Read below the stories and experience of 2 host families. (In Dutch only)