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WE NEED MORE GROWN-UPS!

Problem

Health is wealth. And that wealth starts early on, because our health in later life is often consolidated in how healthy we were growing up. JOGG is a semi-governmental organisation that aims to make a healthy lifestyle attainable for every child in the Netherlands. But if you live in a street with 13 hamburger joints, and 1 vegetable store, your diet is more likely to consist of hamburgers than leeks. How do you promote a healthy lifestyle with kids who’s unhealthy surroundings largely determine their choices?

Solution

Kids can’t change their surroundings that much. They need grown ups to take responsibility and make their surroundings more healthy, so they can start their lives healthily. Therefore, we developed a campaign that calls for exactly that: we need more grown ups!

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CREATIVE

With the elections approaching, we set up kids with flags, banners, and megaphones, to make this call very loud and very clear. A campaign website highlights grownups with portraits, photographed in a way that makes them not only metaphorically big but also really tall. Thanks to a tool on the site, everyone can dedicate a social post to their favorite grownup.

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