BOEH! Promo I WEAR WHAT I WANT! by 10 Advertising

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Belgium
Agency 10 Advertising
Art Director Gertjan Kuijvenhoven
Copywriter Olaf Meuleman
Released August 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BOEH!
Date of First Appearance: Aug 15 2009 12:00AM
Entrant Company: 10 ADVERTISING, Antwerp, BELGIUM
Copywriter: Olaf Meuleman (10 advertising)
Art Director: Gertjan Kuijvenhoven (10 advertising)
Strategy: Stefaan Vandist (10 advertising)
Media placement: Poster - Guerilla - 15 August 2009
Media placement: Stunt - Stunt - 1 September 2009
Media placement: Online - Facebook - 15 Augustus 2009

Describe the objective of the promotion.
In June 2009, a few Antwerp schools announced the headscarf ban. Reactions from the Muslim community were heated and emotional. Students reacted on YouTube, the Imam was outrageous. There even were rumours about death threats… BOEH! is a women’s organisation fighting this ban from the very beginning. They asked us to create a campaign against this headscarf ban.

Describe how the promotion developed from concept to implementation
We felt the need for a positive answer in this grim debate. We created a campaign that encourages everyone to put on their head what they wanted on the first day of school. A giant hotdog or a boat, as an absurd answer to an absurd rule. The campaign spread all by itself. It was picked up by numerous magazines and newspapers and gained a lot of attention in the bloghosphere. The action gathered hundreds of fans on Facebook. They kept uploading pictures with bizarre objects on their head and made the campaign live with cartoons and jokes.

Describe the success of the promotion with both client and consumer including some quantifiable results
On September 1st, dozens of supporters showed up in the streets wearing the craziest things on their head. Not just Muslims, but people of all ages, backgrounds and cultures. Press attention was enormous… Our organisation was finally able to tell their story to the world. Our action was covered in all major newspapers, on news-sites and blogs, and was a main item in afternoon and evening news. The women from BOEH! were invited to talk shows with Flanders’ Minister of Education and school principals. A few months later the headscarf ban was banned.

Explain why the method of promotion was most relevant to the product or service
The debate was extremly heated. We used this humorous approach to bring the debate back to what it essentially is about: personal freedom for everyone, an essantial human right.