‘Speel je Fit’ (Play Fitter) is the theme of the campaign we developed for the KNVB and Hartstichting (Royal Dutch Football Federation and Heart Foundation). This campaign promotes awareness for a healthy and active lifestyle among children in the Netherlands. Children that eat healthy and get plenty of exercise are sick less often, can concentrate better, and become more comfortable in their own skin. A healthy lifestyle is something you can learn at a young age. Learning at an early age also increases the chances of keeping up these good habits as adults.
Our campaign focuses on getting children in the Netherlands to be more active in the context and amid the excitement of the WEURO 2017 Football Tournament. Children are stimulated to play football, exercise, and get more active in a variety of ways (through events, YouTube videos, posters, school activities and famous role-models). The campaign’s visual device is a football with a heart – as simple as that: the football as ultimate metaphor for activeness.