CASE STUDY · WE ZIEN U
We Zien U – How we kept the fight against sexual harassment in the headlines.
Brum Smith
Speaking up against sexual harassment
With “We Zien U”, Flemish Minister of Justice Zuhal Demir launched a campaign against sexual harassment and assault among young people. Our role was to give each phase of the campaign maximum media visibility, so its message reached as many people as possible across Flanders.
A new media moment for every wave
Launching the campaign. Together with Oona and Hotel Hungaria, we developed the media strategy, wrote and distributed the press release, worked with journalists to secure testimonials and targeted leading media. Projections on landmark buildings in the five Flemish provincial capitals reinforced the campaign’s visibility.
Taking the message into nightlife. For the second wave, the campaign moved onto the dance floor. For one night, Versuz in Hasselt became a “light club”, where every guest received white gloves that glowed under blacklight. Our role was to support the press release and to bring journalists along for the night, with Minister Zuhal Demir and ambassadors Lotte Vanwezemael and Flo Windey.
Bringing it onto the pitch. For the third wave, players from KRC Genk and Cercle Brugge wore jerseys bearing the names of victims. We built the press release around this concept and gave media access to strong footage and interviews with key figures.
National visibility at every phase
- The first wave appeared in major daily newspapers and on TV and radio, reaching 6,224,064 people across Flanders.
- The second wave generated more than 10 articles, in HLN, De Morgen, Metro and De Standaard among others, with national visibility on the 1 pm news on VRT and VTM and local coverage on ROBtv.
- The third wave led to nearly 30 media clippings in major Belgian outlets, including prominent coverage on VRT NWS.
What this case shows
A multi-phase campaign stays newsworthy when each phase brings a new setting and a new story. Each wave of “We Zien U” came with a strong concept, from landmark projections to glowing gloves on the dance floor and names on football jerseys. Media relations helped each wave reach a wide audience and kept this essential topic in the public conversation.
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