Challenge

Someone who gets mugged can go to the police. Someone with suicidal thoughts can call 113. But what if you’re stuck in crime? Many young people don’t know where to turn. Let alone that they see themselves as victims.

 

Concept

We positioned Keerpunt as a point of support in a world that feels unclear.

A space between perpetrator and victim. Between betrayal and trust. By acknowledging the blurred lines these young people live in, Keerpunt becomes the first place that doesn’t judge, but listens.

 

Execution

Our campaign embraced the vague feeling itself. Visually and verbally, we stayed in the grey zone, where nothing feels certain. No promises. No clarity. Just recognition. Because sometimes, understanding the confusion is the first step out of it.

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To reach these young people, we posted these video's on socials, there where most of them are targeted by criminals too.