Child refugees often suffer from traumas, the result of living in and fleeing from their war-torn countries. TeamUp – a shared initiative of WarChild, Unicef and Save the Children - supports them in their
socio-emotional development by offering
sports-, play- and dance-activities.
TeamUp is active in more than 15 Dutch refugee centers, and rapidly expanding. Professionals create all activities, but volunteers run the local programs. To keep up with the successful rollout, we needed to create awareness for TeamUp, and recruit new volunteers. Guiding insight; for non-refugees, the TeamUp activities come across as light-hearted and fun. For child refugees, they can make a significant positive impact on their emotional well-being.
To activate the idea of ‘spelen is soms meer dan spelen’, we wanted to let people experience TeamUp’s activities. The ‘SpeelGOED’ pop-up store in Utrecht Centraal Station was the perfect way to do this.
The WarChild ambassadors performed the official opening, resulting in nation-wide press and social media coverage. In the remaining 9 days, visitors immersed themselves in the different activities. The result; a significant amount of new volunteers.
create awareness for the TeamUp initiative and recruit new volunteers.
‘spelen is soms meer dan spelen’
(sometime playing means more than playing)
pop-store where people can experience TeamUp’s activities in a fun way.
pop-up store, activation, PR