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Social campaign against youth pay reached Dutch Parliament
Resultaten
Hundreds of thousands of young adults affected by youth pay
In the Netherlands, young adults aged 18 to 20 earn up to 50% less than colleagues aged 21 and over, while doing the same work and regardless of experience.
This is not only unfair, but also creates financial strain.
According to Nibud, young adults earning a youth wage often fall below the social minimum, even when working full-time.
FNV Young & United wanted to make this injustice visible and push for political action to abolish youth pay. The challenge: reaching, resonating with, and mobilizing young adults through social media.
Approach
Sofi developed a social-first strategy that not only spoke to young adults, but also gave them a platform to share their own stories.
Eight young adults who had personally worked for a youth wage helped shape the content and presented the formats on TikTok and Instagram.
We also collaborated with creators such as Appie Mussa and Politieke Jongeren Vera Uru to amplify the message and make it relatable across communities.
The campaign combined short-form social formats with a long-form docuseries, False Start, which followed three young adults in their daily struggle with youth pay.
The documentary premiered at Pathé The Hague, attended by more than 400 politicians, young workers, and union members.
Outcome
The campaign reached 18 million young adults and generated 46,000 petition signatures.
The issue was picked up by national media including NOS Stories, BNNVARA, and Hart van Nederland.
Ultimately, the campaign was debated in the Dutch House of Representatives, where a motion against youth pay was passed.
Impact
The campaign demonstrated that social media can accelerate social change.
From awareness to action: that’s the power of social-first storytelling.
Testimonials
Eva de Reus
“Our collaboration ensures that we achieve consistent results with our social campaigns. The Young Ones team always comes up with ideas and proposals about how we can achieve even better results.”
Sander Slootmaker
“When communicating with the team, you experience top professionals who know exactly what they are doing. Their progressive vision, skills and insights into successful social campaigns with video content are indispensable to us”.
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Jacqueline Van den Ende
“Young Ones Media takes real responsibility for the results. I have never seen their analytical method, which continuously looks for opportunities to optimize the result, in an agency before.”
Stefan Lazarov
“The number of customers that we generate from socials has increased by 200% since we worked together. You think along in every way, are flexible where necessary and also dare to hold up a mirror to us.”
Robbert Van der Linden
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