Assigned by the Dutch Ministry of Justice , the campaign 'Only You Decide Who You Are' uses sport to keep troubled youth away from criminal activities. Four sports heroes were the faces of the campaign which was visible both online and offline.
To reach the target group of troubled youth, an online strategy is obviously of great importance.
A campain, focused on the youngsters in large cities, was launched via YouTube. In total, the advertisement was viewed 2,3 million times and the video was viewed over 140.000 times.