SIRE
360 campaign, Free publicity, Impact
How do you spark social dialogue and raise awareness about an important societal issue?
Brief
Boys and girls are equal, but not the same. SIRE – a Dutch foundation dedicated to tackling social issues within the Netherlands –
wanted to challenge all parents and educators in the Netherlands on their behavior towards kids.
Especially their behavior towards giving boys the space they need to develop themselves by discovering, experimenting and trying.
Talk shows & news media
The discussion continued on shows such as RTL Late Night, 1Vandaag, and Nieuwsuur. This gave SIRE the platform to further elaborate on the topic.
Children speak up
But what do boys and girls themselves think about the discussion?
NOS Jeugdjournaal, Telegraaf, and RTV-Noord conducted their own investigation.
The indestructible pants were made from Dyneema,
a material that is 15 times stronger than steel wire!
In collaboration with Soorty & DSM, we developed an indestructible pair of pants.
The pants were made from a material used in the military to make bulletproof vests.
By weaving this strong fiber into the fabric, the pants became practically indestructible for boys.
So, no more holes in your pants!
The YouTube discussion
There was also a lot of activity on YouTube,
with both supporters and opponents of the statement making their voices heard through vlogs.
16,889
Posts
357 miljoen
Reach news reports
275 miljoen
Reach social posts
