Littekeningen
Normalise seeking help among youth when being victimised
Challenge
1 in 4 young people (16-24) face traumatic events like car accidents, online fraud, or sexual assault. Research shows that they suffer the most from such events, but many of them don’t seek help due to guilt or shame. Combo and creative agency Home were asked to create an influencer-first campaign to lower the barrier for seeking help among youth, and make them more aware of the support Slachtofferhulp can offer.
Community insights
Traumatic events leave scars. Some are visible, some are invisible, but a scar always remains and needs help to heal.
Tattoos are literally small scars filled with ink. Sharing tattoos and their meanings online is very popular among youth. Within this trend, people often share their traumatic stories through survivor symbols.
…What if we use tattoos as a conversation piece to break the taboo around victimhood?
Campaign idea
We launched the ‘Littekeningen’ campaign, in which community frontrunners shared their personal stories about a traumatic event and how seeking help has helped them in their process. While telling their experiences they got a tattoo – specifically designed for this campaign – as a symbol for seeking help after being victimised.
We collaborated with various frontrunners, such as King Faisel, Arbee, Venus Bijleveld and Iris Amber, who got the tattoo. Additionally, Sonia Eijken, Noah Mbuyamaba, Gina Daya, Sarita Lorena, and Lars Peterzon shared their personal stories on social media to inspire young people and break the taboo around seeking help.
With the stories of these brave influencers and through their social media channels, we have touched half a million hearts within various young communities.