The idea: Task Force Investigation of Firework Bomb-Makers.We ask support from police and government and turn the Task Force into a true investigative unit. We infiltrate the bomb-makers in the spot they use to display their craft and inspire others: YouTube. Here we download their movies, add a personal warning to them and send it to their YouTube channel. One by one, we confront each and every bomb-maker in person. We track down home addresses of those who do not remove their movies. Those who still ignore the message get a visit from the police and the bomb squad.

Fireworks are part of the Dutch New Year’s Eve tradition. Since fireworks lead to a great number of injuries each year, the annual campaign regarding consumer safety and fireworks has become a tradition as well.

This year’s target-audience: the growing group of thrill-seekers that turn these fireworks into homemade firework-bombs. Communicating the dangers of homemade explosives does not yield results with this target group. Bomb-makers perceive the chance of being caught as practically non-existent.Strategy: increase the fear of getting caught and take the fun out of the game.

The one-on-one approach, based on a very limited budget, increases the fear of getting caught and undermines the bomb-makers’ platform.•60.5% remove their footage•532 are given a personal warning•Task Force is viewed 280,000 times on YouTube•4,000 reactions from shocked bomb-makers•€4.5 million worth of free publicity•5% fewer firework victims•3% fewer victims with serious injuries (17% to 14%)•0 deaths

By creating an investigative unit instead of a regular informative campaign we could really get to our target audience. Authentic execution and co-operation from the police and government made our Task Force real. The Task Force and our personal warning videos created a real buzz amongst bomb-makers and on YouTube.This unusual approach also guaranteed tremendous attention in all media, allowing the client to get maximum exposure for a minimal budget.