The campaign shows different young civilians in their daily life. Are they qualified for the Royal Dutch Army, when is comes to certain characteristics?Like physical condition, endurance, courage, self-control, and natural leadership.

The campaign started with tv-commercials. But although the young target group is still watching a lot of tv, its behaviour is changing towards other media. So did the qualified/not qualified concept. With do-it yourself tests on the internet, print ads, postering and ambient media.

The campaign results are substantial: the number of people actually being hired increased by 28%. And more important: the advertising cost per contract decreased from 586 to 352 euro. Furthermore the popularity of the campaign is growing, judging by market research, for example 38% of the recruits stated they joined because of the advertising campaign, but also by the number of people putting their homemade qualified/unqualified videos online And the campaign aroused a huge amount of free publicity. It really has a ‘contagious’ character. People making their own QUALIFIED/NOT QUALIFIED fims and putting them on the internet. The campaign even made the national news. And Holland’s most popular tv-show dedicated an evening special to it. The campaign won an Golden Effie (prize for most effective campaign)