The UitMarkt is the largest cultural festival in the Netherlands.

It marks the national opening of the cultural season, in which thousands of artists perform previews of their shows across 30 stages. Which made it the perfect place to create a branded show to encourage people to support culture.

We strategically placed our stage next to the biggest stage in the UitMarkt. And adjusted our programme accordingly, so that as soon as their performances ended, ours began. This meant we were able to draw in a large audience to watch the show and also participate in it. And of course, experience our message. We also created informational flyers that were handed out to passers by.

Because of our strategic position next to the main stage, we were able to pull in a huge audience. Both in terms of spectators and participants. All of our performances were filled up and played to large crowds. So everyone was able to clearly see just how much their personal support helps culture to grow.

We wanted to prove the fact that giving to culture is worth more than just money and with this activation we also gained support within the cultural industry by showing the ministry of OCW actively did something in order to create this culture of giving.