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15 millionth VVN traffic exam

15 millionth VVN traffic exam

Veilig Verkeer Nederland

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Since 1932, Veilig Verkeer Nederland (Dutch Traffic Association) has organized a yearly traffic exam in which 200,000 students now participate. This year they’ve reached a special milestone: the 15 millionth diploma since the start of the exams was awarded in a school in Leiden. Still, it remains a challenge to stimulate parents to help their children practice for the exam. Because of the 15 millionth diploma milestone, the Minister for Infrastructure & Environment, Melanie Schultz-Van Haegen, attended the middle school (bassischool) in Leiden.

Objectives

  1. Create broad media exposure with the right PR approach
  2. The key message should be that parents should more frequently practice biking with their children
  3. Exposure in at least five big media titles

Strategy

To address a broader media target group, TV presenter Klaas van Kruistum joined the Minister at the event. Through a three step strategy, the media were involved in the following ways:

  1. De Telegraaf received information in advance, allowing them to publish an item the same day
  2. RTV media and regional media attended the school to capture the visit of the Minister and van Kruistum.
  3. The ANP and a house photographer captured images and, combined with the press release, made sure the message was spread after the event.

Result

Seven RTV items including the NOS journaal, 3FM and Jeugdjournaal (news broadcast for children; 35 print articles, including De Telegraaf and Het Algemeen Dagblad; 43 online articles, including Nu.nl, with a total media value of € 958,984 and a cumulative reach of 51,385,282

Credits

Senior Consultant:

Result

€ 958,984,-PR value
51,385,282Reach
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