Every Scoop Counts
GOOD worked with Ben & Jerry’s and The Netherland Refugee Foundation to empower young Dutch people to choose their flavour – and vote with confidence.
It’s election day in the Netherlands. And with politics sharply divided, the futures and safety of asylum seekers hang delicately in the balance. But, after months of political squabbling, anti-immigration vitriol and the collapse of the government – younger, more liberal voters are left feeling pretty hopeless about the power of their vote.
With Ben & Jerry’s, GOOD set out to unfreeze the younger vote with playfulness, empowerment and…chocolate sprinkles. Partnering with The Netherland Refugee Foundation, Ben & Jerry’s took on the ultimate tour, spanning across the Netherlands, armed with free ice cream tubs and iPads, educating younger audiences on the power of their vote.
To coincide with this delicious event, GOOD crafted the Dutch-first creative concept ‘Every Scoop Counts’, with the Dutch word for ‘scoop’ doubling up as the word for ‘ballot’ – ensuring creative cut through in its primary tongue. This core concept was rolled our across all event collateral, from DIY ice cream stations, with aptly named ice cream toppings (think ‘sprinkles of humanity’ and ‘democracy drops’) to voting bins for our voters tubs (“I’m voting”/”I don’t know yet”) – we went the extra mile to make the choice feel both important and fun.
The concept drives audiences to complete the Refugee voting survey, created by The Netherland Refugee Foundation, helping young voters make an informed choice based on their priorities on fair treatment for refugee and asylum seekers.
