Pop-up Aids Expo

Will we see the end of the current Aids pandemic in our time? And what does it take to get there? The Pop-Up Aids Expo unlocks impressive personal stories of patients from both the Netherlands and around the world. Food for thought and introspection. Together with partner Beewan, DST provided the concept, design and realization of the Pop-Up Aids Expo, for the Dutch Aids Fund.

Royal opening

Summer 2018 saw the expo travel the Netherlands to increase awareness on hiv and aids among young people, aged 16-30 years. As a kick-off, king Willem-Alexander and queen Máxima officially opened the Pop-Up Aids Expo during the May 2018 Amsterdam Red Ribbon Concert. The event was extensively covered by national news media.


Its fresh no-fuzz contemporary approach to aids received praise from visitors across the Netherlands. The expo also generated broad social media free publicity because of its easily shared photo opportunity for visitors, using a Magic Mirror. Over 26,000 people visited the expo over the Summer.




Educational campaign WATT?

The long-term labour market is tightening, and everyone targets young people as potential employees. How do you present your industry, organisation or job offers in an appealing manner to students in secondary or vocational education? How do you even make contact with a target group you can hardly reach through traditional media? Starting from these questions the O&O fonds of the energy sector approached DST to develop the WATT? campaign. It ran for fifteen years, and proved that reaching young people through schools is still the most effective way to do so.


The WATT? campaign for the Dutch energy sector shows how effectively a recruitment campaign for an industry can be. Keyword: cooperation. Between the  sector’s development fund (initiator of the campaign) and the affiliated companies. Between businesses and educational institutions. Between companies and teachers. And between client and agency, of course.

Voorlichtingscampagne WATT? dst_watt_05_jongerencommunicatie__educatie_game_techniek

Strategy to launch

WATT? started by defining its strategic goals. The base for the campaign was laid in cooperation with energy companies and schools, to determine what was needed, effective and possible. After that it was launched in secondary schools, followed by vocational schools.

Campaign building blocks

Building blocks within the WATT? campaign include: participation in education fairs, teaching projects, excursion service to companies, technology guest lectures, (technology) teachers attending conferences, mailings to education institutes, a powerful website and particularly a large amount of practical educational materials. Because by facilitating teachers and deans, WATT? reached over 45,000 young people a year, in their classrooms. It also reached their parents at educational fairs, as decision makers on their children’s futures.


In fifteen years time almost 800,000 young people were introduced to the energy sector, in lessons, guest lessons, fairs and company visits. An independent survey showed that familiarity with the sector among educational staff increased almost tenfold. Over 1,700 teachers and deans regularly used WATT?-materials in their lessons. Talk about ambassadorship!

Plastic Power Project

Major themes such as the circular economy, sustainability and technical innovation play an increasing role in the Dutch educational system. They are however quite abstract for many students. Both teachers and students require relevant and imaginative, interactive and concrete educational materials. The Perpetual Plastic Project fulfils that need, and raises awareness of plastic waste among consumers and students. DST developed the pilot school program for Perpetual Plastic Project’s primary school lessons.

Waste re-use

Perpetual Plastic has been touring Europe for years with its homemade eye-catching recycling machines. These 3D-printers recycle plastic waste on the spot, such as drinks cups, and repurpose it as e.g. hipster jewellery. In this way visitors learn how to take a different approach to plastic waste and get acquainted with new 3D-printing techniques.

Educational compatibility

Schools are an important target group for Perpetual Plastic. However, the educational compatibility of the enthusiasm-driven work was missing. Together with Perpetual Plastic, Better Future Factory and CityLab010 DST developed an interactive educational program that raises awareness of plastic waste issues among Rotterdam school children.


Using the Perpetual Plastic recycling machines and tailor-made classes, primary school students experience the recycling process themselves in their classrooms. The program for groups 7 and 8 is a local Rotterdam pilot that forms the basis for a later nationwide program. The experience gained in the pilot, enables Perpetual Plastic Project to further adjust its national program to its audience.