Dutch Veterans’ Day
Solemn yet festive
Dutch Veterans’ Day is a solemn event that is celebrated in a light-hearted and festive way. The goal is to tell the veterans’ stories and thus to increase the awareness and understanding of the Dutch public.
One out of a thousand
The 2019 campaign – ‘One out of a thousand’ – shows both the individual veteran and the strength of the collective. This is to emphasize that Veterans’ Day is a tribute to all veterans. Of all the missions, past and present.
The campaign features images of three veterans. But their portraits are created with service ribbons. These pieces of fabric are worn by veterans on their uniforms to indicate honors received for their work. The service ribbons of thousands of individual veterans are combined into one collective portrait.
Just like previous campaigns, the persons portrayed are all veterans: they are not models. Jackson Rodrigues da Cruz, Mirjam Meindertsma, and Hendrik Fockens talk about their experiences during missions on the Veterans’ Day website.
About Dutch veterans
The Netherlands has over 115,000 military veterans: former combatants from the World War II and the Royal Netherlands East Indies Army or those who served in peacekeeping missions, such as Lebanon, the Balkans, Afghanistan, Mali, and Iraq. They were all deployed under war conditions or similar situations on behalf of our democratically elected government. From that perspective, they deserve recognition and appreciation.
Dutch Veterans’ Day is celebrated in a light-hearted and festive way. Photo: D. Zwaan.
Communication strategy since 2010
Since 2010, SILO has been working together with the Dutch Veterans’ Day Foundation. We advise on the communication strategy, develop the creative campaign concept, and translate this into all publicity materials. In 2019, we also developed a campaign to encourage wearing a white carnation, the symbol of appreciation for the work of veterans.
ClientDutch Veterans’ DayYear2019CreditsDana-Romina Tietjen (photography)