'Verschil moet er niet zijn. Dat moet je maken.' (There shouldn’t be a difference. You have to make the difference.) No two children are the same. Every child — rich or poor, white or black, boy or girl — deserves good education and equal opportunities. Yet some are left behind. This gap shouldn’t exist, but it does. It’s up to ‘Verschilmakers (‘Difference-makers’) — parents, neighbors, teachers, coaches — to help and give them a push forward, toward equal chances for every child, regardless of background.

That’s why I came up with the campaign slogan ‘Verschil moet er niet zijn. Dat moet je maken. This line captures both sides: the awareness side (“There shouldn’t be a difference”) and the activation side (“You have to make the difference”). Rolled out in two online films and a landing page.