Conscious visual strategy
It started with a general movie that explains exactly what EMPOWER is, and what it does for the target audience. Subsequently, C4Real went to all participating cities to release the stories per community and pass them on. By communicating the cases per city in movies in a very structured way, you also make it possible for viewers to get started in their own city. We used this strategy very consciously, because it really has to be more than just 'show and tell'. We want to give the target group concrete tools to become an active part of EMPOWER.