Amidst the rising tensions in Dutch society, growing far-right politics, fascist undercurrents and the normalisation of racism in media, Oxfam Novib wanted to mobilise as many people as possible to speak up and hold the government accountable for the growing inequality in the Netherlands. 

Instead of focusing on building a one-off campaign we decided to develop a rich creative platform that allowed Oxfam Novib to truly build a movement people actually wanted to be part of.
In a polarised society, the real challenge was to find a message that was undeniably true, as well as positive and unifying. One that could connect different perspectives without sounding generic or soft.
The answer came from culture. People were more outspoken and activist than ever but also felt alone in their fight. Our message had to match that energy and offer hope and strength, it needed to amplify their voices rather than overpower it.

The result was the creative platform ‘Wij zijn met meer’, a unifying platform that became a vehicle for collective strength, showing everyone that together we’re more powerful than we might think.