Ministerie SZW x Layers
SPOREN
Campaign Geldfit – financial help for working people
Following the success of the first campaign for the Dutch Ministry of Social Affairs and Employment, 4Flowers was once again asked to develop a campaign for Geldfit. The objective was to break the stigma surrounding financial worries and share the stories of individuals making a positive impact within diverse communities. A key priority was positioning the Geldfit website and WhatsApp helpline as accessible places where people could turn for information and support.
Layers - Sporen
To explore the subject in a more organic and in-depth way, we decided to this time turn to longform content on Layers. This led to the creation of the online series Sporen. In Sporen, Layers visits inspiring personalities in the places that shaped them. Together, we revisit their neighbourhoods, reflect on memories and discuss personal growth. Featuring guests such as Ray Fuego, Dindin and Rico, each episode placed an individual story about financial struggles at its centre.
The results exceeded every KPI by a wide margin, and the series resonated so strongly with audiences that the format continued organically on the platform long after the campaign had ended.