FunX • Friends for Brands • Brand Activation


New School Heroes

Funx is the number one Dutch radiostation for urban youth with are largely bicultural background. Besides playing music, societal topics that affect their lives are discussed in shows and programs. Following the Black Lives Matter movement, the program makers felt a strong urge to use the platform to speak out against racism and help their target group deal with the racism and bias undoubtedly coming their way.  That is why Funx initiated a College Tour with present-day role models.

FunX asked Friends For Brands to develop the name, appealing branding and a storytelling approach for this College Tour. In order to enthuse and involve the youngsters for the dialogues with the role models, we first took them along in the major life lessons of the role models themselves. We also signed up for reporting of the entire College Tour in which the target group was included in the stories of the role models. During the tour, the youngsters were able to learn from and interact with the role models. This resulted in a large amount of content that reached an even larger group of young people over time.


The heroes in the old school textbooks are not the heroes that capture the imagination of this new generation. In fact, through the eyes of this target group, these are often anti-heroes. That’s why we introduce the role models participating in the College Tour (Winston Bergwijn, Nasrdin Dchar, Anna Nooshin and Fadim Kurt) as New School Heroes. In a style inspired by hero tv-shows and games, we focus on the superpowers of the speakers. Through social media we introduce the ‘New School Heroes’ with short videos and animations and we refer to (parts of) the conversations. With this we not only take the youngster along in the concrete lessons and tips about racism, but we also create a form in which these heroes are placed on the same pedestal as the ‘old school’ heroes.