Recent studies show that 1 in 4 teenagers in Antwerp leave high school without a diploma. Many more consider dropping out or end up pursuing a degree they have little interest in, simply to obtain a qualification. The result is a large number of young people in Antwerp without a clear plan or vision for their future. The City of Antwerp asked us to develop a digital tool that highlights alternatives to the traditional school system and helps students identify the options most relevant to their situation. We were also tasked with creating a launch campaign to make sure as many young people as possible become aware of this new tool.
One of the biggest challenges for our audience is feeling misunderstood by the conventional school system. As a result, they often turn to their social circles for advice. While this feels more trustworthy to them, it limits their perspective and keeps their decision-making confined to a narrow environment. So how do we get them to trust something that comes from the very system they are frustrated with? By showing that we understand their world—and by sharing stories of people who came from that same world and managed to grow beyond it. This gives them someone relatable to look up to.
The digital tool comes to life through a simple test built around four key questions, each addressing a common reason young people consider quitting school: the academic nature of the curriculum, financial pressure to earn money, the need to be treated as an equal, or difficulties with a specific part of the school environment. Throughout the test, we include relevant facts to support better decision-making, along with words of encouragement from our ambassadors. We also reassure them it’s okay to talk about it with their surroundings, whether that’s their mum, brother, sports coach, teacher, or a professional like a study counselor.
The two campaign ambassadors, musicians Yung Mavu and K1D, are well-known artists that our audience already listens to—people with similar backgrounds who have faced the same dilemmas. They are ideal promoters of the tool, not through a flashy ad campaign, but by naturally integrating it into a popular podcast for Flemish youth. In addition, they create social-native content in the form of street interviews with Antwerp teenagers, asking about their experiences with school, whether they’ve considered quitting, and if they’re aware of any alternatives.
By using deeper, more relatable content formats, credible ambassadors, and the channels our audience already engages with when searching for answers, we introduce this solution in a way that fits naturally into their world.
Drop us a line or give us a call, we are looking forward to meeting you.
Meir 12
2000 Antwerpen – Belgium
BTW BE0736.374.807
