Stichting Met Je Hart
Standing out and activating in the social domain
Social initiatives are receiving increasing attention. And precisely because of that, it is becoming harder to stand out. Good intentions alone are no longer enough. Without clear distinction, your message disappears in a flood of campaigns, appeals, and fundraising efforts.
For Stichting Met je Hart (Foundation With Your Heart), this was a challenge. The foundation combats loneliness among the elderly, but found it increasingly difficult to reach and activate new volunteers. There was a need for a campaign that wouldn’t look away, but would linger.
To raise awareness of the important social work of our foundation among a wider audience, gr8 agency developed a strong, professional campaign that truly touches the heart. ‘I’m bored to death’ became a well-considered campaign with powerful execution. The involvement and drive of gr8 agency made a real difference for us.
Aimée Romme, Director, Stichting Met je Hart
The behavioural question
What needed to change?
People should not only know that loneliness exists, but feel personally addressed to do something about it. And above all: actually become volunteers.
Our approach
In developing the campaign concept, we worked not only creatively, but also evidence-based. We drew on scientific research into loneliness among the elderly. Based on these insights, we consciously chose a confronting angle and developed the campaign concept: “I’m bored to death.”
A sentence that makes you pause. And precisely because of that, stands out in a crowded social landscape. The concept makes loneliness raw, tangible, and human, without explaining or softening the issue.
The strength of the concept ensured that the campaign not only gained traction online, but also attracted national media attention.
From this idea, we developed a campaign that:
- deliberately stands out among other social messages
- evokes emotion through recognition and friction
- prompts people to take a position: do I look away, or do I act?
What this set in motion
The campaign led to the largest increase in volunteers in the history of Stichting Met je Hart. People did not stop at empathy, they took action.
Communication here did not function as mere awareness, but as a behavioural intervention.
Sounds familiar?
Are you working on a social initiative that needs attention to create real impact, and want to combine creativity with grounded behavioural insights?
Read how we work on Societal Impact, or schedule an introduction.
