ING wants to help young people live their lives to the fullest, by helping remove financial obstacles from them.
We Agency is working together with ING on the mission to make Dutch people financially healthy. We do this by breaking taboos around money, providing young people with tools, helping them develop financial skills, and preventing finances from being an obstacle to joining a football club.
ING has been the main sponsor of the KNVB for years, but would also like to use its financial expertise to help Dutch football further. Research shows that parents of 1 in 11 children find it difficult to pay their membership fee. There are subsidies, but nobody knows about them.
If membership fee is a bit difficult, that should not put anyone out of the game. We celebrate all the roles and qualities of a team on and off the field. From the pacesetter, the troublemaker, to the one who puts an arm around the other. ING is also taking on its role: to make help accessible, ING is introducing a financial contact person at your club, who helps parents to get a subsidy for membership fees.
1 in 3 football fans know the program and 420 football clubs in the Netherlands are participating. 305 Financial Contact Persons have registered and more than 3,500 households are being helped with a scheme check and/or Geldfit test.
Additional content
Display
Display, specially produced for footballclun De Valk. Display, speciaal gemaakt voor voetbalvereniging De Valk
Campaign in print advertisement
OOH
Out of home visual campaign.
Credits
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Client
- ING
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Concept
- Wefilm Concepts
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Creatives
- Martijn de Jong
- Wouter Keijzer
- Janna Stolp
- Marius Gottlieb
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Director
- Bram van Alphen
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Client Lead
- Britt Kenter
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Producers
- Arjen Oosterbaan
- Annemijn Boon
- Eleanora de Rijke
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Fotografie
- Bram Schilling
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Offline edit
- Marvin Said
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Post productie
- The Compound
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Sound
- Freek Vrijhof
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Muziek
- Massive Music
Research shows that half of all young people in the Netherlands experience financial stress because they are not financially healthy. Young people with financial stress often feel that they are less able to participate in society. This leads to a feeling of exclusion, isolation, loneliness and mental problems.
If we want to help young people, ING should not talk about young people, but we should give young people the stage themselves. With this campaign, we give young people the space to have open and honest conversations about their finances, together with various experts and role models that they look up to. Because even those role models struggle with their financial insight. The heart of the campaign is a content series about the most important themes that are currently playing a role among young people: debt, saving and inflation. Made for and by young people, so that it is recognizable and sets a good example: talking about money helps.
With this campaign, we have encouraged Dutch youngsters to talk more about money and take a more active role in managing their finances.