Title | ACCEPT TO ENTER |
Brand | MULTIPLE BRANDS |
Product/Service | SOCIAL RESPONSIBILITY |
Category |
G07. Corporate Purpose & Social Responsibility |
Entrant
|
N=5 Amsterdam, THE NETHERLANDS
|
Idea Creation
|
N=5 Amsterdam, THE NETHERLANDS
|
Media Placement
|
HET PR BUREAU Amsterdam, THE NETHERLANDS
|
Media Placement 2
|
DENTSU AEGIS NETWORK Amsterdam, THE NETHERLANDS
|
PR
|
HET PR BUREAU Amsterdam, THE NETHERLANDS
|
Production
|
N=5 Amsterdam, THE NETHERLANDS
|
Production 2
|
MAINBRAIN Parede, PORTUGAL
|
Additional Company
|
PANELWIZARD Haarlem, THE NETHERLANDS
|
Credits
Mike Kleijnen |
N=5 |
Concept Creation |
Anne Stokvis |
N=5 |
Creative Director |
Marcel Hellemons |
N=5 |
Production |
Noa Maas |
N=5 |
Accountmanager |
Anna Bosscher |
N=5 |
Head of Production |
Monique Bergers |
N=5 |
Business Director |
Geurt van Donkelaar |
N=5 |
Design |
Peter Hebbing |
N=5 |
Design |
Daan Jongen |
N=5 |
Social Lead |
Sander Kruit |
N=5 |
Motion Designer |
Afonso Lopes |
MainBrain |
Development |
Why is this work relevant for Direct?
When Amsterdam Pride, the biggest voice in the Dutch gay community, was cancelled — we held an online protest. When people visited frequently visited websites, the familiar cookie pop-up no longer asked you to accept cookies, but asked you to accept that LGBTQ+ rights should be protected under Constitutional law. Something that is not yet the case in The Netherlands. The pop-up gave you the choice to simply accept, or you could explore the topic via the "Why is this necessary" button, which linked to the promotion page.
Background
Amsterdam in the Netherlands is widely considered to be the gay capital of the world. And while we were the first in the world to legalize same-sex marriage, a lot has changed. The number of incidents of homophobia and anti-gay violence have been on the rise for years, yet discrimination based on sexual orientation is still not prohibited by constitutional law. Something that 62% of the Dutch were unaware of before the campaign. It was time to take a stand.
Describe the creative idea (30% of vote)
Accept to Enter. An idea that put the universally hated cookie pop-up to good use. This time it didn't ask you to accept cookies, it asked you to accept human rights... in support of banning discrimination against the LGBTQ+ community by constitutional law.
Describe the strategy (20% of vote)
We do not have the power to change the Dutch Constitution ourselves. So we used internet law to raise awareness, send a powerful message to the Dutch politicians, and help initiate real change. If we have to accept cookies before we visit a website, a lot more should be accepted. The LGBTQ+ community should be able to live their lives in safety.
Describe the execution (20% of vote)
To reach as many people as possible, we launched the idea as a white label campaign. Together with partner agencies, we created the pop-up and implemented it on our own websites. Then we approached brands to support the cause by installing the pop-up on their own websites. Big brands like the Dutch National Football Association, big TV broadcasters, NGOs, the largest Dutch casino, and another 60 household names quickly followed.
List the results (30% of vote)
Within days the campaign had grown into a national movement. Over 65 companies and brands participated and added the pop-up to their own website. Big influencers shared the campaign to start and boost the social conversation. During Amsterdam Pride week, we managed to reach 14,000,000 people. Millions of whom accepted the pop-up to generate a media value of €400,000, without a media budget! Most importantly, the 3 largest political parties in The Netherlands have now signed an agreement to include the Constitutional amends in the upcoming coalition agreement.
Please tell us how the brand purpose inspired the work
During Amsterdam Pride, all Dutch brands want to show their support for the LGBTQ+ community. However, Pride can sometimes seem like a token celebration for brands (pink washing) rather than a protest for equal rights. During Amsterdam Pride 2021 we wanted to change that and let brands really contribute to the emancipation of LGBTQ+ rights. So instead of just turning their social media profile picture into a rainbow, brands could use their platforms and social media power to draw attention to the lack of these rights within the Dutch Constitution. And really fulfill their annual promise during Pride.