Niet Jouw Taak – Villa Pinedo

When children experience their parents’ divorce, the emotional impact is often difficult to express and even harder to navigate alone.

At the time of the campaign, Villa Pinedo was already offering an important form of support: connecting children and teenagers with slightly older peers who had gone through similar experiences. These “Buddies” provide understanding, guidance, and reassurance during a challenging moment in a young person’s life.
However, many families across the Netherlands were still unaware that this support existed.
Together with Villa Pinedo, we developed a campaign designed to change that.

The goal was simple but important: reach a broad national audience and let children and parents know that they are not alone.

We created a cinematic TV commercial that captured the emotional reality of divorce from a child’s perspective through humour, while clearly introducing Villa Pinedo as a place where young people can find connection and support.

The film was broadcast nationally multiple times and later used across several channels, including YouTube advertising and presentations for parents and professionals working with families.
Following the launch, the campaign received attention in newspapers, television programs, and online publications, helping amplify the organisation’s message even further.

Most importantly, the campaign created a measurable impact. Today, around 18% of children who sign up for support from a Villa Pinedo Buddy indicate that they discovered the organisation through the commercial, demonstrating how strategic storytelling can connect people with the help they need.