Breda is a city that thrives on community spirit, yet rising incidents of violence threatened its sense of safety. While violent acts often made headlines, the vast majority of Bredanaars firmly rejected violence.
Gemeente Breda
Creative Strategy, Campaign Development, (D)OOH, PR & Content, Guerrilla Marketing
The challenge
The municipality of Breda noticed an increase in violent incidents across the city. To counteract this trend, they needed to strengthen the social norm against violence and inspire collective action. The goal was to create a campaign that would empower citizens to take a stand—on the streets, in nightlife, at schools, and online—by visibly rejecting violence.
The insight
Research revealed that most residents were already against violence but lacked a clear way to express their stance. Rather than focusing on the perpetrators, we saw an opportunity: amplify the voices of the silent majority and turn their collective disapproval into a city-wide statement.
The outsmarting strategy
Enter Breda Tegen Geweld (Breda Against Violence), a movement that transformed a city emblem into a powerful anti-violence symbol. The campaign took the iconic cross from Breda’s coat of arms and repurposed it as a statement of rejection. Prominent and everyday Bredanaars—from DJ Hardwell to the mayor and local police officers—crossed their arms in solidarity against violence.
The campaign unfolded over multiple flights, spanning outdoor media, social activations, and high-impact physical interventions in nightlife and public spaces. Interactive ‘WhatsAbri’ ads confronted passersby with real-life violent message exchanges, while bars and restaurants distributed beer coasters with anti-violence statements. Schools and sports clubs actively engaged in discussions, making violence prevention a shared conversation across all levels of society.
Watch our case movie #BREDATEGENGEWELD
The results
The campaign successfully mobilized the city and established a new social norm: violence has no place in Breda.
✔ Increased community engagement: Residents actively participated by sharing their own #BredaTegenGeweld photos, amplifying the movement.
✔ Organic growth: The campaign evolved into a city-wide conversation, extending its reach beyond traditional media.
✔ Institutional adoption: Schools, sports clubs, and hospitality venues integrated the message into their environments, reinforcing the anti-violence stance.
✔ Lasting impact: The campaign’s visibility and adoption ensured that the conversation about violence prevention continues beyond its initial run.
