Dutch Veterans’ Day continues partnership with Silo

The Stichting Nederlandse Veteranendag will continue its collaboration with Silo. That is the outcome of a tender procedure. In the coming years, Silo will advise the foundation on branding and communication, and develop the publicity campaign. In the year 2020, Silo will design the campaign image for the tenth consecutive time.

The Dutch Veterans’ Day is an annual national event that recognizes the more than 115,000 military veterans who were deployed under war conditions or for peacekeeping. Veterans are men and women of all ages: former combatants from the World War II and the Royal Netherlands East Indies Army, but also those who served in peacekeeping missions in countries like Lebanon, the Balkans, Afghanistan, Mali, and Iraq.

Timeline of Veterans' Day campaigns 2011-2019

The highlight of Veterans’ Day is the festive parade in the city center of The Hague. Under the watchful eye of King Willem Alexander, over 4,000 veterans and soldiers, march around the Hofvijver, followed by historic and modern army vehicles.

The communication strategy and campaigns of Dutch Veterans’ Day are aimed at raising awareness. The goal is that we all understand what Veterans’ Day stands for. That we know what veterans have experienced and why a national event in honor of this group is more than justified.

In 2019, for the first time, two distinctive campaigns were developed: one for Veterans’ Day itself and one that encourages all Dutch people to wear the white carnation: the symbol of appreciation for veterans.

As always, Dutch Veterans’ Day takes place on the last Saturday of June, in 2020 it will be on 27 June. The new campaign will be launched in mid-May.

Dennis Flinterman

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