Zoetermeer

Zoetermeer community wanted to start a campaign that would make adolescents aware of their annoying behaviour on friday and saturday evening. GBE got the assignment to come up with an image that is appealing to these young disturbors.

GBE started by looking for role models. Soon we found two icons that may deliver the message. The first one is a Russian officer pointing out his message in a revolutionary style. The other is a dancing lady that goes with the flow. A jury composed of Zoetermeer youth is asked to make their choice. They select the lady. The community agreed and GBE designed the several materials.

Apart from 200 shirts (for the bartenders), 15 banners and 500 posters about 10.000 beer mats were printed for this campaign. The beer mats display on one side the pay-off of the campaign and on the other side a ‘no-no’. This is a little mean man showing all kinds of misbehavior. The penalty for such misbehavior has to be paid on the spot. In this way the adolescents are confronted with the consequences before misbehaving.