Brief

Create a new campaign for SIRE to bring attention to an overlooked social problem.

Goal

SIRE's big and bold goal is to make Dutch society more kind/respectful/tolerant.
The realistic goal is to get people to think and talk about the problem. "Get in between their ears" and make them self aware.
Actual behavioural change is a plus.

Deliverables

• A Campagne, spread over the 4 PESO categories.

• Behavioural interventions.

• A television commercial -script, -storyboard and -production planning.

• A briefing for the students of the Nederlandse Filmacademie.

• An advisory report.

Subject

The social problem we picked;
The normalisation of underage drinking through parental behaviour.

Children learn from example behaviour, so parents unknowingly set their kids up for alcohol use with their own drinking habits.

The project has been handed over to the Filmacademie.
They will commence in March.