GGD Twente - Good. But really?
Customer
Samen Twente - GGD Twente
Our role
Concept & Strategy
Design
Photography & Video Production
Post-processing
Online marketing
Deliverables
Campaign concept
Video and Photography
Social media content
Poster
Landing page
Date
2026
A representative response requires more than just reach
Every two years, GGD Twente asks thousands of young adults in Twente to complete the Young Adult Monitor. Through this survey, GGD Twente assesses the mental and physical health of young people between the ages of 16 and 25. The results serve as an important foundation for the health policies of the fourteen municipalities in Twente.
But how do you reach a target audience that sees hundreds of messages every day and decides in a fraction of a second whether something is worth their time? That was the challenge GGD Twente came to us with. For the Young Adults Monitor, we developed a campaign designed not only to capture the attention of young people in Twente, but also to actually motivate them to fill out the questionnaire.
If you really want to get young people moving, you first need to understand what motivates them. Why do they lose interest, and when does a message feel relevant enough for them to click through? To find those answers, we analyzed data from previous campaigns and looked at the key insights into our target audience.
The key finding? Above all, young people want to be taken seriously. They’re looking for communication that seamlessly aligns with their lives and clearly shows that their opinions truly matter.Â
In addition, the study made two things very clear. First, a general, nationwide message can quickly come across as distant. A relatable local approach resonates better with young people in Twente, where recognition of the surroundings, the people, and the tone makes all the difference. Second, young people can instantly see through communication that doesn’t feel genuine. Forced youth slang, overly commercial messages, or overly stylized images completely miss the mark. Authenticity trumps perfection.
Those insights formed the basis not only for the creative execution, but also for the campaign strategy. We didn’t develop a campaign about young people, but rather a campaign rooted in their world.
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Gen Z and Social Media
To get young people moving, it’s important for a campaign to align with their media habits. That’s why we didn’t start with a creative concept, but with an analysis of the target audience. Based on the briefing, previous campaigns, and theNational Social Media Survey, we deliberately chose a social-first approach, using vertical video as our starting point and Instagram and Snapchat as our primary channels. This ensured that not only the message but also the format aligned with the way young people in Twente consume content on a daily basis.
Okay. But really?
Almost everyone automatically answers “good” when asked how they’re doing. It’s only when you pause for a moment to reflect that a more honest answer emerges. Based on that insight, we developed the campaign message “Fine. But really?” Not a slogan, but a question that invites young people to look beyond their first, automatic reaction. In this way, the campaign immediately served as a bridge to the Young Adults Monitor, where precisely those honest answers are valuable.
Recognition builds trust
To make that message credible, we deliberately chose real young people from Twente, recognizable locations, and an interview format that aligns with the content they see on social media every day. This makes the campaign feel relatable and authentic, lowering the barrier to watching more and filling out the questionnaire.
A campaign that adapts to the target audience
A campaign is never finished once it goes live. That’s precisely when it becomes clear how the target audience actually navigates through the campaign. Together with GGD Twente, we continuously monitor performance and use those insights to improve the campaign step by step. It quickly became apparent that the greatest benefit wasn’t in increasing reach, but in creating a smoother path to the questionnaire. By simplifying the customer journey and integrating the questionnaire directly into the campaign website, we lowered the barrier to participation. In this way, the campaign evolves over its duration in response to the target audience’s behavior.
More Than Just a Campaign
A strong campaign starts with insight, but it doesn’t end there. By integrating research, strategy, creation, and optimization, we create communication that not only stands out but also continues to deliver results—not because the campaign plan dictates it, but because the target audience shows us what works.
