Are you giving your boy enough room to be a boy? This SIRE (Foundation for Idealistic Advertising) campaign was one of the biggest topics of discussion in the summer of 2017. The reason behind the campaign was the fact that educators in the Netherlands sometimes forget that boys develop differently from girls.
DThe campaign triggered a great deal of controversy. It was much discussed on the radio on television, in newspapers and on social media – and, of course, among Dutch parents and guardians. And that was a good thing, because SIRE considers its mission to be shake people and wake them up, to make them think, to make difficult issues topics of discussion, to fuel debate and to get people moving.
De Issuemakers was responsible for the press strategy and press management during the campaign.