De KiKa Berentribune

PR Campaign


Due to the pandemic, all KiKa's fundraising  events were cancelled.

Missing a very big portion of the usual donations.

That’s where MSD Netherlands stepped up and asked us to help their partner KiKa.

Our brief: Create awareness for all children suffering from cancer and raise donations in the process.

So we did.

We filled the SC Heerenveen soccer stadium with 15.000 teddy bears. Representing all young cancer patients. All the bears were for sale.

It was the first match that was played after the first lockdown.

So, all the soccer fans were watching the first match weekend.

Within 24 hours the bears were sold out, kacheng!

The campaign spread like wildfire. And brought smiles all over the Netherlands and abroad!



SAN Accent - Actualiteiten
SAN Accent - Non-Profit & Overheid
SAN Accent - Branding 360 (Nomination)

Esprix - Do Good (Nomination)

Esprix - Experimental (Nomination)

Esprix - Sales promotions & Activations (Nomination)
Sponsor Ringen - Society (Gold)
Sponsor Ringen - PR & "Inhaker" (Gold)
Sponsor Ringen - Specialism: Creativity (Gold)
Epica Awards - Health & Safety (Shortlist)
Epica Awards - Covid-19 Communications (Shortlist)

© 2020 Roel Ackerman.

All Rights Reserved.