Fonds Slachtofferhulp

From silent power to a strong brand story

Goosebumps, pride and recognition

Fonds Slachtofferhulp (FSH) offers help, support and perspective to people who are faced with a major event. Their work touches on sensitive, complex themes and a wide range of stakeholders. An organization with impact, but not always with the visibility that matches it. We became their blended partner. From strategy to campaign, from brand story to visual identity.

The question

A solid foundation for a strong brand

Every year, more than 1.5 million Dutch people become victims of a crime, accident or disaster. Fonds Slachtofferhulp helps them regain their strength. While their work is life-changing, it often remains invisible.

The question: help us tell our story more clearly, enrich our style and make our impact visible through a large-scale public campaign. A partner who was able to contribute ideas on a strategic, creative and executive level.

The solution

From brand strategy to AI campaign

In interactive sessions, together, we laid the foundation for a distinctive brand story “Knowledge of Power”. No container terms, but a story with feeling, sharpness and direction. Which does justice to the sometimes invisible work and the tangible impact of the Fonds slachtofferhulp. The response from the FSH team said enough: “Goosebumps. Proud. This is what we stand for.”

This was followed by the visual identity. The existing logo and color palette were correct, but still lacked coherence. Through new style elements, an additional font and subtle design enhancements, we brought the corporate identity to life. Ready for consistent use across all online and offline resources.

We then developed a broad awareness campaign that puts FSH's work on the map. A campaign that focuses on the importance of FSH, without ignoring the sensitivity of the domain. You can't portray real victims. And stock footage doesn't tell the story. That's why we chose carefully and in consultation for AI. With MidJourney, we developed four unique personas, visible from the front and back. People who give face to the invisible. In Runway, we added movement so that the images also appear believable and tangible in videos.

The campaign will be rolled out widely in 2025: online (Meta, Google, YouTube), radio, billboards at stations, OOH at HEMA, among others, and a commercial via NPO Start and Socutera.

The result

Impact in image and feeling

Initial results show that this approach works. The low CPC ensures maximum exposure within the available budget. The new visual line is enthusiastically received internally and forms a solid foundation for future communication.
The AI images provide recognition and innovation. FSH proves that empathy and innovation are not mutually exclusive but go hand in hand. That you can also stand out in a sensitive area without drowning out. And that a blended approach really works.

A campaign about vulnerability requires care, attention and precision.