In the Netherlands Vodafone runs a brand engagement programme called ‘Powerful Connections’. With this programme the network provider aims to underline their vision that mobile technology connects people and changes their lives for the better.

We were asked to create an impactful campaign that would convince people this is more than just an empty promise, and would reach as many people as possible in the Netherlands.

To accomplish this (convince people and realise maximum reach), we felt we needed real proof and decided to create a mobile technology solution to a social issue. We saw that stuttering is a serious issue in the Netherlands and stuttering is all about communication, which laid the foundation for our creative idea.

We built the free app ‘Get The Flow’ that uses rap to help children who stutter speak more fluently. The app has a playful design and consists of multiple levels of difficulty. Special rap/stutter exercises were written that make use of tongue twisters, vowel, consonants and alliterations that are hard to pronounce for children who stutter. Children could connect to practice together and share their progress. On their profile page they could see their improvements and share the results with their stutter coaches.

The app was launched together with the Dutch Stutter Federation and singer/stutter ambassador Miss Montreal, capturing national and international attention. The documentary we created was shared through Vodafone’s social channels, rap influencers and medical platforms. We supported the launch of the app/documentary with a seeding budget and some paid media support, but over 90% of reach (online, newspapers, TV, radio) was generated through earned media.