A gold-winning campaign at the Dutch Interactive Awards 2023: "With the Kindertelefoon you can talk about ANYTHING"

You hear it everywhere: young people are experiencing more and more stress. How can we help them? Fortunately, there is the Kindertelefoon – for 40 years now! – where young people can tell their story anonymously. The Kindertelefoon's message to young people: 'With the Kindertelefoon you can talk about ANYTHING. Including stress'. Our task was to get this message across in the most effective way and on the right channels!

Reaching young people where they are, with a message that resonates 

We want to reach young people where they are, with a message that resonates with them. If we can reach young people and let them know the Kindertelefoon is there for them, it becomes easier for them to get in touch when they experience stress. That is why we set up a social media campaign on the most popular social media channels among young people: Instagram, TikTok and Snapchat. 

A message everyone can recognise

We opted for a campaign with 6 different angles. That gives variety in the visuals and increases the chance that different young people engage with the different kinds of topics that come up in the material. The topics we touch on in the ad material are: Stress about grades at school 

• Stress about revising for tests 
• Stress about arguments at home 
• Stress around gaming 
• Stress about insecurity 
• Stress about mental health problems 

Validating and learning

An important part of this campaign is validation with the target group. Workshops were held with a youth panel to continuously test the topics, the message and the design. That way we involved and understood the target group, and were therefore able to reach them with a message that landed. 

Building strong brand recognition 

By creating lots of different content, we were able to offer many different young people situations they recognise. By embracing the styles of the various social media channels and combining them with the Kindertelefoon's house style, we created contemporary content that strengthens the recognition of the Kindertelefoon among the target group. And creating exactly that recognition among the target group is important for the Kindertelefoon. 

Results

The campaign struck a chord with the target group. The theme was highly recognisable. The trick, though, is finding the right tone and format to reach them and keep them engaged. The figures show we succeeded! In the 'Campaign' category, the campaign won a Gold Dutch Interactive Award 2023. A great recognition of our work that we are very proud of!