MARGRIET BELBUDDY’S: THERE IS ALWAYS SOMEONE TO TALK TO

BRAND SOCIAL IMPACT

Client – Margriet

Question

In the context of its 80th anniversary, Margriet asked Branding A Better World to develop a Brand Social Impact concept, which highlights the new brand positioning and the social impact of the Margriet brand. The result: “De Margriet Belbuddy’s”.

Approach

We created a brand social impact campaign around the theme of loneliness among young adults of 25-35, which was launched in the Week against Loneliness. We turned the tables. Instead of the common idea that young people are committed to helping the elderly, Margriet readers with life experience functioned as ‘call buddies’ to help these young adults. We opened the Margriet Belbuddy’s phone line in collaboration with De Luisterlijn. During the month of October, young people were able to call a Margriet Belbuddy, who helps and listens to them.

Aim of the campaign and the accompanying initiative was to break the taboo of loneliness among young adults, as 25% of young adults experiences feelings of loneliness sometimes. With this we generated a positive impact, resulting in the repositioning of Margriet as a brand of today.

Impact

A campaign with 50 trained Belbuddys and a reach of over 12.5 million people, with the support of many influencers including Ali B, Nienke Plas, Victoria Koblenko and Isa Hoes.

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