︎
OOK JONGENS WORDEN GEDWONGEN
NRC Charity Awards 2019 —
Shared second place winners, professional jury, category print.
Jury (NL): “Deze advertentie is sterk in zijn eenvoud. Omdat het beeld zo echt is, komt het direct binnen. De boodschap is écht voelbaar.”
This ad is strong in its simplicity. Because the image is so real, it hits immideately. The message is really tangible."Overview
Every day in the Netherlands there are around 1500 boys aged 12 to 18 who are abused, recruited, assaulted or threatened. There’s a big taboo on boy prostitution and abuse of boys due to the lack of attention for it.
On July 29, 2019, Luke & Rosa filled the bulletin boards of various supermarkets in Amsterdam, Rotterdam, Utrecht and Tilburg with the advertisements. Each of them with similar messaging as Tim. Interested parties could call the telephone number and hear a confronting message.
This stunt was performed a few days before the printed advertisement accompanied by a press release.
ClientFier!
Type1/1 newspaper ad
RoleConcept
Year
Team
Fier!
Sterk Huis
CKM
Type1/1 newspaper ad
RoleConcept
Art-direction
Copy
Design
Year2019
Team
Luke Vermeulen
*Bodycopy translation:
“Boys are being forced too.
Tim is the victim of boy prostitution. He is one of the 1500 boys
in the Netherlands who are forced to offer themselves.
These boys are recruited at a young age and have forced
sex with men. It is a hidden, dark world with little attention for.
That must change. Everyone has the right to attention and help.”
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