+31 6 24 52 61 29

edith

@otherswhocan.nl

edith

We seem to have forgotten what the beauty of aging is. An older age stands for decline, loss of strength and ability, a mistake of nature. We treat an older age as
if it were a disease. Nothing is less true. Getting older makes you wiser.
Those who are older experience less stress. For the old cheese of Beemster we developed a strategy and campaign that embraced and even celebrated aging,
an ode to the beauty of older women and cheese.

The insight and idea are very relevant and rich. This resulted in a 360 campaign; from television ads to outdoor and from fair stands to sales promotions. Brand awareness increased from 27% to 35%. Sales of Beemster Old increased.

All the attention paid to organ donation did not lead to the desired growth in donors in recent years. Various barriers complicate the subject and prevent people from registering. This campaign brings it back to its essence: the choice between being a donor Yes or No. This government campaign had the task to raise the registered organ donors in the Netherlands. At the start of the campaign, it was my job to connect marketing partners and develop specific 'Ja of Nee' campaigns for and with them, from contact strategy to creative concepts. In doing so, making the emphatic choice to centralize the donor form in all campaigns and make it as low-threshold as possible to complete that form. This resulted in campaigns with Hyves, nu.nl and Spits. Altogether the campaign ensured 54.000 new donor registrations in the first year alone.

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