What began as a small meeting with Rabobank sparked an ambitious journey that culminated last summer in a commercial proposition and campaign. The Rabo Sportactie is now in the running for a SponsorRing in the sports category.
Rabobank aims to encourage young people to (continue to) play sports within a club environment. Research from NOC*NSF shows that the percentage of teenagers aged 13 to 18 participating in sports still lags behind 2020 levels. With the Rabo Sportactie, Rabobank offered a one-time contribution of €125 during the past sports summer to young people aged 10 to 20, enabling them to join a sports club affiliated with NOC*NSF.
The campaign ran on TV, radio, and online, and was developed in collaboration with DDB Amsterdam.