Be Goeder • Friends for Brands • Brand Activation
Be Goeder - stickers

Be Goeder

Rewarding young people for doing the right thing

The new BE GOEDER app rewards young people for good behaviour, instead of punishing them for bad behaviour. Socially relevant challenges call for users to create positive content, share it with their friends and win great prizes. The app came to life in collaboration with the municipality of Rotterdam, the Rotterdam-Rijnmond police force, Digital Agency Connect Holland and Friends For Brands.

In the app users are being challenged with social themes such as ‘throw your waste in the trash’, ‘keep your distance from each other’ and ‘respect and help each other’. Users are encouraged to display their good behavior in a creative way. Every month the most creative content wins a great prize.

Together with Marco van Dunnen of Police Rijnmond, we conducted research, design sprints and tested our assumptions, designed and built the app, and extensively tested the app in secondary schools. The pay-off “SHOW YOUR GOED SIDE” we came up with, a mixed sentence of Dutch and English, shows the sense of humor we have added to the branding and communication of the project.