The campaign ‘Ik begin’ (I’m starting) for ABN AMRO has been awarded a Golden SponsorRing in the Culture category.
The question was how to translate a bank’s twenty-year social mission into a campaign that moves people. For 1.6 million children in the Netherlands, taking part in sport, art or culture is not a given. The answer became ‘Ik begin’: a free, multilingual reading and audio book that brings together all of the bank’s sponsorship activities, with fifteen true stories of children and well-known storytellers such as Jörgen Raymann, Roxanne ‘Rocky’ Hehakaija, Sherida Spitse and Edson da Graça.
The impact: 6.4 million people reached, more than 21,000 books distributed across 400 primary schools, a bestseller within two weeks and a record number of applications to the Jeugdfonds Sport & Cultuur. Almost half of Dutch parents with children aged 6 to 12 know the campaign (research by Blauw).
Thanks to the ABN AMRO team and all partners, from Children’s Book Week and the Ajax Foundation to STRAAT, H’ART Museum and the Stedelijk Museum Amsterdam. Read the full case here.
