Say nothing

Turning tough talks into small talk

“Come on, it's just a beer!" Many parents dread hearing this from their teens. Talking about underage drinking and smoking is tough. The Dutch government's Nix18 (Nothing under 18) agreement aimed to help, but often became a one-off talk. Research shows regular, casual chats work better, but how can parents make that happen?

We transformed the ‘Nothing Under 18’ conversation from a heavy, formal agreement into a series of light, ongoing dialogues. We equipped parents with tips and tools to seize casual opportunities to talk, including witty responses for their teen's pushback. Nix18 evolved from a single contract into an indispensable, continual parenting aid.

CLIENT
The Dutch Government

YEAR
2018

AGENCY
Roorda

ROLE
Concept & Copy

Helping parents with tips and tools

Our campaign provided parents with a variety of resources. Radio commercials showed witty responses to teen's arguments like "But you drank when you were young!", while our website offered conversation starters and tips.

website-3
social

Setting the perfect stage

We also introduced the ‘Sunday of Nothing’ cinema event, inviting parents to bring their teens for a free movie and quality time — a perfect low-key opportunity to talk about Nix18.