Humanitas

Young professionals already help people.

They just don’t call it volunteering.

It happens in everyday life.

Giving relationship advice to a friend.

Helping a neighbour with tax forms.

Talking sense into someone stuck in a bad situation.

The work is already there.

What’s missing is the label.

The real barrier was not time.

It was the word volunteering.

Too heavy. Too formal. Too demanding for what people were actually willing to give.

So the challenge was never to turn people into something new.

It was to help them recognise who they already are.

Maak er vrijwilligerswerk van.

(“Put it to (voluntary)work.”)

We reframed Humanitas’ projects as natural extensions of everyday behaviour.

If you already help your best friend through a messy relationship,

you could do the same for someone who really needs it.If you already help someone with their paperwork, you could do it for someone who’s drowning in it.

We created a six-poster campaign built around relatable situations.

Three for Administratie Maatje, three for Gevaarlijke Liefde.

Each one showed a familiar moment from daily life, paired with the simple invitation:

You’re already doing this. Now make it count.

Posters and social ads stripped volunteering of its dusty charity image and replaced it with something lighter, modern, and human.

Not a heroic sacrifice.

Just a small shift.

Before the campaign even launched, Humanitas had a new way to talk about what they do.

Not as “vrijwilligerswerk,” but as everyday human skills put to better use.

Young Professionals Humanitas went from sounding like an organisation to feeling like an opportunity.

Not: “come help us.”

But: “you’re already helping. Do you want to do it here?”

And that shift is what opens the door to a new generation of volunteers.