ministerie van Defensie
Ouassima Tajmout
Ministry of Defence 2025
In 2025, 4Flowers created two campaigns for the Dutch Ministry of Defence: ‘Time for Defense’ and ‘She Protects’.
We saw Ouassima as the ideal voice: bold, relatable and trusted by a diverse, young audience. Known for breaking taboos and championing women in male-dominated spaces. During these campaigns we engaged directly with young people on the street as well as with powerful women making a difference within the organisation.
Time for Defense
Within the Time for Defence campaign, Ouassima took to the streets to gauge sentiment among young people. Through open and honest conversations, we explored how they navigate increasing global tensions and how they view the role and responsibility of the Ministry of Defence. By placing these societal questions at the centre of the campaign, Defence was positioned as a relevant and timely organisation in a rapidly changing world.
She Protects (Women's Campaign)
In ‘She Protects’, Ouassima spoke with two female Defence employees: Massara (Operations Control Officer) and Melanie (Air Mobile Brigade). In a series of personal videos, they shared insights into their work, motivations and experiences within Defence. Topics such as becoming pregnant while working at Defence and whether women are treated differently were also openly discussed. Through these honest conversations, the campaign highlighted the diversity of roles within Defence and showed there is space for different life stages within a traditionally male-dominated organisation.