Empowering MBO students by showing what they make (possible).

Utrechts MBO
How do you make the often invisible skills and strengths of MBO students visible to the entire city? We developed a campaign for ROC Midden-Nederland, among others, that focuses on the recognition and appreciation of MBO students. Through a street take-over and online awareness, we gave MBO students a stage and showed what has been made possible by these fantastic professionals in the making.

How do you create the power of MBO students visible?

The Utrecht MBO institutions, including ROC Midden-Nederland, MBO Utrecht, Grafische Lyceum Utrecht and Nimeto Utrecht, wanted to draw attention to the power of MBO and MBO students. Many people do not realize that many of the daily conveniences and services – that we all use – are made by people with a secondary vocational education. How can we make the often invisible work of these MBO students visible and increase appreciation for their contribution?

Mensen die een straatbordje vast hebben waar MBO-straat op staat, in Utrecht
Meisje die een rood bord omhoog houdt met 'Weten waar je bent'.
Jongen die over zebrapad loopt met een bord waarop staat 'dit groene licht is medemogelijk gemaakt door Utrechtse MBO'ers'

Made possible
by Utrecht MBO students.

How do you make the power of MBO visible and how do you improve the image of the courses and these professionals? To start the campaign as effectively as possible, we decided to go all in. We developed a two-step campaign for both offline and online.

The kick-off of the campaign consisted of a street take-over. We took the Voorstraat in Utrecht, a street that represents a wide range of services and companies, and transformed it into a vocational street. The street was decorated and decorated with flags, banners, sidewalk stickers, posters and more. Students from the participating vocational institutions participated by collaborating with local entrepreneurs. Mini concerts and social media advice were given, and shop windows were redesigned. The street was festively unveiled by councilor Klaas Verschuure. A moment that again attracted the necessary attention from local and regional media.

In addition to the offline activation, we achieved online awareness by using the MBO street as relevant and interesting content. This content was created by eight MBO ambassadors. They represented the various professions on the street: from hairdresser to web designer to stylists. The eight videos were distributed via Facebook and Instagram, and further promoted to all residents of Utrecht.

From visibility to
more recognition and appreciation.

Thanks to this campaign, the importance of MBO students for the city of Utrecht has been significantly drawn to attention. Whether it concerns medical services, technological solutions or daily services, such as a haircut or lunch: it is made possible by Utrecht’s MBO students. And also with this Creative Agency in Utrecht there are a number of MBO students who create the most beautiful designs. The physical visibility in the MBO street and the online awareness campaign together provided a fresh look at MBO, with more recognition and greater appreciation. The campaign was a great success and has certainly improved the image of Utrecht’s MBO students. A top achievement to be proud of.

Your target group also in motion to make?

What else we do

As penguins we never sit still. In fact, we are constantly on the move to get our customers’ target group moving. Even if it’s just a little push. Sometimes through an online awareness campaign, other times for a physical activation. By joining our creative forces with our online marketers from Like Honey, the coolest campaigns and best results are created. See for yourself!

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