Geldfit
Layers & Ewa Ja
Campaign – Financial support for working people
4Flowers was commissioned by the Dutch Ministry of Social Affairs and Employment to develop a social campaign for Geldfit. The campaign targeted working people on low incomes and aimed to raise awareness of accessible financial support and where to find it. In a context of economic uncertainty, the focus was on preventing financial stress and supporting people with early-stage debt, encouraging them to seek help in time and make use of the support they are entitled to.
Layers - Broke Memories
We chose to activate our own platform, Layers, where we engaged in conversations with three well-known figures within the target audience. Artists Nnelg, Brunzyn and DJ Abstract were interviewed about moments in their lives when they experienced early financial difficulties. By sharing their open and honest stories, we helped normalize conversations around money problems, while consistently directing audiences to the support options available via Geldfit through clear calls to action. The campaign was further amplified through the supporting platform RapnieuwsTV and a paid media layer, to increase its overall reach.
Ewa Ja - Never Broke Again
To further diversify our media mix, we used the Ewa Ja podcast to further cover the topic in depth. In an open and honest interview with artist and entertainer Architrackz, financial stress was discussed, with specific attention to scenarios faced by self-employed professionals (freelancers). Clips focusing on money stress were widely shared and well viewed across social platforms such as Instagram, TikTok and YouTube. A dedicated call to action on YouTube once again clearly directed audiences to the support available via Geldfit.