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.


PDF - 46 Kb

Stijn Cox

Managing Partner Brand & Client Development, Boondoggle

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About Boondoggle

Boondoggle is a full-service digital native creative and customer experience agency, employing over 60 people in Belgium. With holistic brand building approach at its core, Boondoggle delivers creativity through advertising campaigns, digital media and marketing services, 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 Beobank, Luminus, Danone, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Stellantis Finance, BioBest, AstraSweets, Trends/Tendances, NCOI, ADESA, TWEGOS, Federale Verzekeringen et Jacqmotte. Boondoggle’s promise is “Together Beyond”. 

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


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