2018

Client: Bits if Freedom

Focus: Art Direction, Design

On March 21, 2018 there has been a Dutch national referendum on the Intelligence and Security Services Act 2017. This law determines what the tasks and powers are of the secret services (the AIVD and MIVD) and how their supervision is arranged. But the law as it is should be improved in multiple ways to protect and serve the public's interest. That's why we wanted to persuade voters to vote against this law, so politicians could be forced to make a better one.

Before we started the campaign many polls estimated that around 70% of the public would vote in favor of the current law. So this meant there was a very high probability of losing the campaign. This is why we decided to inform the public with five good reasons on how this law is lacking.

For the campaign we used a variation of adds, flyers, video commercials and social media expressions. Our campaign has been featured on national TV-broadcasts, newspapers and several online platforms. Slowly the polls started to stabilize, and on the day of the referendum the polls got really close. 51% would vote in favor and 49% would vote against the law. We where heavily prepared to loose during the live national broadcast of the results. Remarkably, after the vote's had been counted we actually won and made history.