Lots of parents overprotect their children, preventing them to learn how to deal with risks. A vital part of growing up in order to become a confident, self-sufficient adult. VeiligheidNL wanted to show that risky play helps kids prepare for their future.
We surprised kids with visits from their role models while interviewing them about their dream profession. The rol models took them kids outside to show them what it takes to follow in their foot steps. With this online video we made parents realise not everything can be learned from books.
The online video was supported by print ads, online banners and a press release. Leading to a website with informative tools and advice for parents.
The campaign was picked up immediately.