
TeamAlert is a foundation with a clear goal; bringing down the traffic deaths of young people in the Netherlands to a total of zero. They do this with a mixture of extensive research, creating bespoke experiences, communicating through campaigns and collaborating with young people and organisations.
After a research by TeamAlert on driving while under the influence of xtc the conclusion was evident; a lot of Young people don’t know how long the effects of xtc will be noticable and what dangers come with being under the influence while driving.
We wanted to create a campaign with two goals; communicate what the longevity of an xtc trip (16-58 hours, depending on a set of factors) does when participating in traffic and create as much organic traffic to the campaign and TeamAlert as possible. Our approach needed to be comprehensive and cohesive, impacting on- and offline touch points.
Challenge
Create a fun and light-hearted campaign to help communicate a clear and serious message without condemning the target audience.
Outcome
I had creative oversight over the project and helped with the creation of a buzz-worthy campaign, which had a massive (organic) reach through media outlets like the news, talk shows and social media. The campaign has reached over 1.978.835 young people.
Scope of Project
Campaign Creation
Brand Identity Design
Brand Strategy
Animation
Digital and Printed Marketing Assets
My Role
Share this Project
Building a team
We set up a taskforce that would focus entirely on the campaign, consisting of a researcher, press officer, community manager, with a project manager and myself as lead. Each with our own superpower we shared responsibility for the proces, communication and final products.
Understanding the target audience
The target group was clear beforehand; young people who get behind the wheel on ecstasy. However, it was more difficult to understand the target group, because they come from all kinds of different backgrounds, act and think differently and can be reached in different places. We made a profile sketch to see where and how we can best reach the target group.
“Young people often think they are doing well. They use ecstasy at a multi-day festival and stay camping. They don’t drive away until the next day, but twelve hours later it is still not responsible to drive,”
Maartje Burghgraef
CEO TeamAlert
Developing the strategy
By facilitating multiple creative workshops and brainstorms we carved out a strategy for the campaign. We investigated possible challenges and came up with solutions to work around them. During this process the goals and needs of the different stakeholders and the target group were discussed, which resulted in a good foundation for the brand and campaign strategies.
We analysed different touche points and concluded that we would like to target the young adults at places where they would be. Online we would create a webpage dedicated to the campaign, we would created social posts. Then we realised we needed to seek out locations where the target audience would be, like shopping malls, but more importantly the places where you would find young adults using xtc, like festivals and parties.



A mascotte was born
We came up with a holistic approach, which would center around a fun and friendly mascotte; a life size xtc-pill. This would be an eye-catching conversation starter which would bring the brand together and liven things up, not to forget; it would help with our organic reach.
I created sketches for the mascotte and partnered up with Sandra Kaaswork and Eva Wegman. Both talented artists made sure the idea was brought to life.

Defining the brand
When creating the brand, I had to keep in mind that it needed to be fun and lighthearted. I created a set of brand assets which would be a great addition to the mascotte. With the round pill-shaped mascotte as center piece I choose a contrasting background consisting of hard square shapes, which made the round pill pop even more. The duo-tone color scheme kept the fun and lighthearted tone.






Lights, Camera, Action
With limited time and budget, we had to be creative with what we had. We therefore chose to have a photographer come along to the shooting day and do the campaign shoots on location. This allowed us to produce the entire campaign video and all the photos within a day.







Deliver the message to young people
Armed with flyers, stickers and a script and our mascot, a team of ambassadors have been sent on a mission; approach as many young people as possible and talk to them about the dangers of ecstasy in traffic.




Results
The campaign was a huge succes and even brought the campaign to the attention of media outlets, including several major news channels and the best watched talk show in the Netherlands.
Credits
Client
TeamAlert
Campaign strategy
Jip Laarman
Thomas Rietveld
Lonneke Ziemerink
Creatives
Jip Laarman
art Direction
Jip Laarman
Brand Designer
Jip Laarman
Junior Designer
Ellis van der Beek
Costume Design
Jip Laarman
Sandra Kaas
Eva Wegman
Costume production
Sandra Kaas | Eva Wegman
Scriptwriting
Jip Laarman | Thomas Rietveld
Video production
Beeldspraak
Project Manager
Thomas Rietveld
Copy
Thomas Rietveld
Marketing Manager
Lonneke Ziemerink
Press officer
Hannah Hamens
Producer
Janna Schropp
Software & Tools
Adobe Photoshop | Adobe Illustrator | Adobe InDesign