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

Name	Company	Position
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 Media?

With Accept to Enter we found a way to cast a light on the problem and topic. Brands could easily participate by copying a code into their own website, and contribute to the cause by generating free media exposure. By transforming the well-known and often hated cookie pop-up into an innovative, new medium, we could reach millions of people in just one week.

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.

Describe the creative idea / insights (30% of vote)

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, 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 National Football Association, 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 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.