Thanks to the unseasonably warm weather, many people were out and about. Zandvoort was busy, the parks were crowded and people seemed to forget about keeping their distance. By harnessing the power and reach of brands and media, Boomerang aimed to drive the message that keeping your distance is crucial in protecting vulnerable groups.
Albert Heijn, Heineken, State Lottery and KNVB joined in. Last Friday the text, accompanied by the hashtag #zorgvoorelkaar, appeared on the digital screens of JCDecaux and Ocean Media – first in Amsterdam, later throughout the Netherlands. Not much later, dozens of large and smaller brands such as Albert Heijn, De Staatsloterij, Heineken and the KNVB, spread the message via their social media channels.
Dutch celebrities such as Dennis Storm, Gerard Joling, Jennifer Hoffman, Lieke van Lexmond and Amsterdam Mayor Femke Halsema also joined the statement.
