CJP / CKV Campagne
client: CJP

Campaign for CJP (Cultural Youth Pass) to stimulate the use of their CKV coupons, vouchers which schoolkids receive for free to spend on cultural events. In cooperation with Theo Imhoff.

Every year schoolkids around the age of sixteen receive gift coupons worth more than 20 Euro. These coupons are meant to stimulate them to explore cultural events such as theatre, museums, concerts. Even though the kids receive the coupons for free, for some reason a lot of these coupons are not used. They just forget to use them or just don't realize the value of it.

A campaign was developed to point out the fact that these vouchers are worth real money, hard cash. The campaign was widely spread around schools in The Netherlands to remind the kids throughout the year to use their CKV Coupons.