Awareness campaign – 5 years of College

The Question
The Human Rights Board, a client of The Wolves since its inception, celebrated its fifth anniversary on October 1, 2017. This of course had to be celebrated. Time to look back at all the human rights themes that the College has brought to attention during this period. But even more important: to raise awareness that all people in the Netherlands have the right to life, name, nationality, housing, marriage, care, work and leisure. These human rights belong to all of us, without exception. But how do we ensure publicity around the fifth anniversary, the Board asked De Wolven.

Our actions

  • Congratulatory cards: he who celebrates his birthday hands them out. In collaboration with Het Ontwerpbureau, we developed a set of congratulatory cards to, among other things, congratulate someone on a new job, birthday, to declare love or to wish them a speedy recovery. All seven themes have a link to human rights. In the weekend of 1 October, promotional teams distributed the cards throughout the Netherlands.
  • Media partnerships: in addition to the card campaign for the general public, both the College and we wanted to be assured of publications in the media, which is why we decided to focus on media partnerships. Preferably with the widest possible reach among Dutch people aged 18 to 80. We chose AD and VICE to work with.
    VICE wrote two branded content articles for which the College and De Wolven collected all relevant information. In addition, VICE wrote six articles sponsored by the College on human rights themes such as domestic violence, discrimination, poverty and living with a disability, from the point of view of young people.
  • An eight-page special on the College was published in the weekend magazine of the AD and all regional titles. De Wolven took on the entire coordination: from the layout of the pages and the collection of the necessary information to the coordination with the College and De Persgroep, the journalist, the photographer and the designer.

The results

Both the College, De Persgroep and VICE were very pleased with the collaboration. The special in the AD and regional titles was delivered to more than three million addresses. Online, over six million visitors saw the banners to the advertorial on and, which was read thirteen thousand times. And the articles on VICE? A total of 494,471 impressions and 64,743 reads.