meet the heroes

At the heart of the campaign are temporary workers Florina, Daniel and Lucienne. They literally wear the title 'uitzendkracht' (temp worker) with the campaign message on their clothing. The visual identity 'Ik heb uitzendkracht' (I have temp power) was designed by designer Vincent Sapthu (known for his designs for Brouwerij Walhalla, Boost Your Boomer, among others). It represents the strong role of temporary workers themselves, by emphasising the skills you develop when doing temp work. It also stands for the strength of staffing agencies that recognise and deploy the capabilities of temporary workers with the right clients. And it visualises the power of temporary work itself, where temp workers often respond flexibly to client needs while gaining work experience across various fields. Work experience that helps them progress.

more relevant than ever

The campaign was developed in a short timeframe so it could be launched immediately after the 2025 Dutch general elections, during the coalition formation period. A time when new policymakers take up new positions in political The Hague.

targeted media planning

We developed an online media strategy aimed at opinion-makers and policymakers, workers, and employers in the staffing industry. This is highly specific, which is why we opted for a sharply targeted rollout across channels including DPG Media, as well as Meta, TikTok, YouTube, LinkedIn and Google. Additionally, the campaign was promoted by ABU members across the country.

VALUABLE WORK

The Algemene Bond Uitzendondernemingen (ABU) is the largest employers' organisation in the staffing industry, representing approximately 65% of temporary employment and payroll companies committed to making temp work valuable to society. ABU members include staffing agencies that create opportunities, development and quality in work. ABU's ambition is to make temporary work of lasting value and to help build a labour market that works for everyone.