Title	FULL COLOUR TELEVISION: LAUNCHING AN INCLUSIVITY FOCUSED BROADCASTING NETWORK
Brand	OMROEP ZWART
Product/Service	TV CHANNEL
Category	G07. Corporate Purpose & Social Responsibility
Entrant	HAVAS MEDIA Amsterdam, THE NETHERLANDS
Idea Creation	HAVAS MEDIA Amsterdam, THE NETHERLANDS
Media Placement	HAVAS MEDIA Amsterdam, THE NETHERLANDS
PR	BAAS Amsterdam, THE NETHERLANDS
Production	MEDIA.MONKS Hilversum, THE NETHERLANDS
Production 2	WEFILM Amsterdam, THE NETHERLANDS
Production 3	BUUTVRIJ FOR LIFE Amsterdam, THE NETHERLANDS
Production 4	MAAK Amsterdam, THE NETHERLANDS
Post Production	VIGICS, THE NETHERLANDS
Additional Company	HAMMERFEST BV Amsterdam, THE NETHERLANDS

Name	Company	Position
Rik Boin	Havas Media	Paid Digital Setup
Elias Reinheimer	Havas Media	Development of creative media solutions

Why is this work relevant for Media?

The relevance of the campaign falls entirely on the choice of the most meaningful media. On the one hand, TV, a traditional media that does not capture the diversity of the society of a country like the Netherlands and where we want to break into to initiate change. On the other hand, the social media environment, where we do find that representation, and where we based our strategy to launch the TV channel that would finally include the variety of genres, races, and a multitude of profiles that exist in the Netherlands.

Background

There are nearly 200 nationalities living in the Netherlands… until you start watching TV. Our broadcasting landscape severely lacks diversity, especially at the maker's table.   Last year’s events prompted two Dutch artist-activists to imagine a new more inclusive TV channel. They needed 50K paying members before December 31… 

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

The Dutch media landscape is homogenous. While most Dutch recognize themselves in this homogenous image, a good many Dutch do not. Fortunately, the Dutch broadcasting system is public. This means that if you can come up with at least 50K paying members before December 31, you can produce your own TV Channel.   This is exactly what 2 Dutch celebrities decided to do, but getting to 50K people, explaining your ideas, and have them contribute to the cause, in 50 days, isn't easy! The creative idea was based on recuperating the positive and real meaning of the word BLACK. Black objects absorb all the colors of the visible spectrum and reflects none of them to the eyes, so a true ‘’Full Color TV Channel’’ would be called Omroep Zwart, meaning The Black Network in Dutch. We asked: Are you Awake? Awake to the reality of lack of inclusivity in Dutch TV?

Describe the strategy (20% of vote)

We designed a “no budget” marketing and influencer campaign from scratch. We needed 50K paid memberships of 10€ in just 50 days.  Omroep ZWART mission is to connect people, regardless of their skin tone, preferences, heritage, culture, disability, religion, or gender. It’s the world’s first intrinsically inclusive TV broadcast station. Built on existing infrastructure, fueled by a sector-shattering interest in others. Enthusiastic, open, and connecting. Inviting viewers to get to know someone who looks, thinks and acts differently from you.   To put this new broadcaster on the map, we simultaneously targeted all the underrepresented audiences and invited them to participate and join. They were the role models for the new media landscape.   Unique individuals, all with their own story, motivations, and followers. They helped to bring true ‘full color TV’ to the Netherlands by connecting the many bubbles. Not just people of color, but also LGBTQIA+ and differently abled people.

Describe the execution (20% of vote)

Budget for paid media could only be funded by the member-fee of those that registered. We created a brand film that reframed the word ‘black' into something positive and explained the concept of the channel. We then planned the campaign in three steps. First, we created buzz with 250 influencers who shared their photo with the campaign copy: ‘Awake? Join the new broadcaster’, this yielded 29.000 paying members in the first weeks. We then released the brand film, gave interviews, and stimulated new members to share their membership on Instagram with a bespoke Instagram Filter. When the campaign started generating enough budget, we added a paid social media layer. When we hit 25K members, we organized a ‘Double Day’ in which we asked every single member to bring along one friend.

List the results (30% of vote)

Omroep ZWART channel is now a reality. Within three weeks of the campaign launch, Omroep ZWART became the most- followed Dutch broadcaster (100.000 followers on Instagram). • The campaign led to 57.328 registrations who raised € 573.280 in total. • Over 671 earned PR moments, including prime time national TV, resulting in a total media value of € 14.5M • 37.836 new members shared their profile photo with the campaign ‘Are you awake?’ • Our story reached the whole country 10 times over in 52 days. • The launch of Omroep ZWART is the fruit of a unique cooperation. 9 agencies, 50 freelancers and 250 influencers participated on a pro bono basis. The presence of Omroep ZWART in the Dutch broadcasting landscape will ensure its spirit lives on for many years to come. Join the movement: www.omroepzwart.nl

Please tell us how the brand purpose inspired the work

Seeing yourself represented in the media is essential for growth and self-acceptance. What happens with your self-image when you are structurally underrepresented? When you can’t relate to that what you see (Matching hypothesis). Studies underline the importance of diversity in media and show the devastating consequences of under-representation, which can have a negative impact on mental health. The need of an inclusivity focused broadcaster is there.