Kinderpostzegels, the Dutch Children's Stamps Foundation, celebrates its 100th anniversary and today launches the campaign 'Together we give children superpowers'. Together with Havas Lemz, Kinderpostzegels developed an original campaign that focuses on the resilience of children. The image of a trampoline, in the shape of a stamp, is consistently used throughout all communications. It symbolizes resilience and the safety net the organization has provided for 100 years. 'Together we give children superpowers' aims to show children facing difficulties that they are not alone and to inform the Netherlands that Kinderpostzegels can make a significant positive impact with their support. The campaign launches today with advertisements on TV, outdoor, and online.
In the Netherlands, hundreds of thousands of children face significant worries due to poverty, loneliness, or problems at home. These children lack a safety net in their lives and a solid foundation to be resilient.
Sanne Penders, Head of Marketing Communication & Fundraising at Kinderpostzegels: "We asked Havas Lemz to develop a campaign that clearly demonstrates what resilience is and why it's so important for children. Resilience is a superpower in your mind and heart that helps you cope with difficult situations. It was important to find the right balance between a media-savvy campaign that emphasizes children's strength and the gravity of the issues some children face. I am incredibly proud of the result. The campaign beautifully portrays the positive strength of children and shows what Kinderpostzegels does: we are dedicated daily to strengthening children's resilience – and have been for a hundred years."
Resilience Visualized
The TV commercial, produced by Soda Films, begins by highlighting the necessity of Kinderpostzegels' work. The voice-over is provided by Sarah Janneh, known from Klokhuis. Filmed from above, we see children being caught by a trampoline, a symbolic safety net. We see them bounce back and literally become resilient. As the camera zooms out, it becomes clear that the trampoline is shaped like a stamp, a reference to the well-known children's stamp campaign. The word 'superpower' resonates with children's perception. For the entire campaign, the image of the trampoline and the playful colors purple and orange have been chosen. All communications also feature a festive orange ribbon, symbolizing the celebration of 100 years of Kinderpostzegels.
Tim Claassen, Head of Strategy at Havas Lemz: "How can we use this anniversary year to re-launch Kinderpostzegels as the leading organization that strengthens children's resilience? By showing that together we can give children Superpowers. When you tap into that inner strength, it gives you energy and helps you feel free again, if only for a moment. The TV commercial, starring children, shows what Superpowers do for children and marks the start of the campaign, which consists of a series of wonderful actions and moments in which everyone can participate to empower children."
For the next three weeks, the campaign will be visible on TV, outdoor, and online. In September, around the national children's stamp campaign, the second phase of the media campaign will take place. Throughout the anniversary year, Kinderpostzegels will collaborate with partners such as PostNL, KPN Mooiste Contact Fonds, Hallmark, and Intertoys to amplify the message of this long-running campaign. Various communications in the campaign style will be seen throughout the year.
