Het Vergeten Kind
Het Vergeten Kind ‑ The Loudest Silence
Social Campaign
Back to School, but nothing to share
For most kids, the first day back means fresh kicks, new stories, and endless energy. But thousands of children in the Netherlands return with nothing. No holidays. No sleepovers. No happy memories. That silence isn’t just awkward, it’s isolating. So together with Het Vergeten Kind, we made that silence impossible to ignore.
WALK WITH US
Our Approach
Kids without summer stories feel different. On the playground, it leaves them out. On social, silence stands out. So we flipped the script: for one day only, the Netherlands’ most talkative creators had nothing to say. Podcasters stayed quiet at their mics. Lifestyle vloggers went silent mid-routine. Street interviewers asked questions that got no answers.
The disruption broke feeds, confused audiences, and got culture pages talking. And just as people leaned in, the reveal landed: “Today, I had nothing to say. Just like the thousands of children who return to school without summer memories.”
Alongside the very first Dutch use of TikTok’s new Donation Sticker, audiences could donate instantly: turning silence into action.
LET'S GO IN-DEPTH
Our Process
We teamed up with a diverse mix of creators (podcasters, lifestyle vloggers and street interviewers) each with their own unique way of connecting with audiences. Every piece of content started out exactly as followers expected, only to be disrupted by an uncomfortable silence. That disruption was no accident: all creators posted within the same three-day window, creating a wave of confusion that spread across feeds. Behind the scenes, we built the creative framework and messaging, but left execution in the hands of the creators to keep it raw and authentic. To make donating as easy as possible, TikTok’s brand-new Donation Sticker was placed front and center, allowing audiences to take action instantly.
HOW DID IT GO?
The Results
The campaign became a national first: Het Vergeten Kind was the very first Dutch charity to activate TikTok’s Donation Sticker. Without a single euro of paid media, the silence carried further than any ad could. Audiences stayed glued until the end, and culture pages amplified the story. What started as confusion turned into empathy, and ultimately into action. Donations funded summer activities for vulnerable children, giving them the chance to go back to school with memories worth sharing.
