Boondoggle and the Ministry of Defence confront Belgians about insecurity abroad

Insecurity abroad is not our problem. That’s the assumption the Ministry of Defence wants Belgians to question in their campaign with Boondoggle since appointing the agency in May. 

Although global insecurity might not affect us here in Belgium today, it could well become our problem tomorrow if we don’t take part in the solution - as we’ve seen recently with terrorist attacks all over Europe.

In collaboration with the EU and NATO, Belgium intervenes in the Middle-East, the Mediterranean and Mali with peace keeping and training missions.

Defence briefed Boondoggle to create an awareness campaign about these missions. The aim is to show Belgians that these global problems are not as disconnected from their daily lives as they might think and that sometimes, we have to help others solve their problems to make sure they don’t become ours.

With this campaign, Defence reaffirms its primary concern to preserve the safety of Belgian citizens, even from non-immediate threats.

This is highlighted by the new tagline Boondoggle created for Defence: Our mission. Your future.

This awareness campaign will be followed by an extensive recruitment campaign, based on the same platform.

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Stijn Cox Managing Partner Brand & Client Development, Boondoggle
Stijn Cox Managing Partner Brand & Client Development, Boondoggle
About Boondoggle

Boondoggle is a full-service creative agency, employing over 60 people in Belgium.
With a human-centered, agile design thinking approach at its core, Boondoggle delivers through-the-line advertising campaigns, integrated with innovative digital products and services.

The agency brings together smart people from diverse disciplines to make this happen - including writers, service designers, art directors, UX specialists, brand strategists and developers.

Boondoggle has a combination of international and local clients, including Argenta, Chivas, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Yuzzu, Beobank, Opel Finance, Oxfam Solidariteit, Flanders DC en the Ministry of Defence.

Boondoggle's belief is that collaboration is the key to creating meaningful campaigns, products and services and strives to work together with its clients to take them beyond.

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