We launched a new communication strategy for the biggest trade union in the Netherlands, to reshape its image and attract new members. FNV reintroduces itself by not only pointing out what isn't working in this country, but also the way it should work. This country is built on cooperation and solidarity, through uniting talents and overcoming differences. Facing new social and economic challenges, we need this mentality now more than ever.

'Zo werkt Nederland' is the new frame for all FNV campaigns to come. The introduction campaign consists of TV and radio spots, online commercials, ads and a complete redesign of FNV's online recruitment funnel and tactics.