For the campaign style, we drew inspiration from the visual language of research reports, combined with GeldLab’s energy and positivity. We created posters, social templates and newsletters, and added a playful campaign element: a flyer designed as a banknote. In GeldLab, every student starts with 100 “piek,” which they can spend as they choose. The banknote served both as a wayfinding tool for museum visitors (GeldLab is located at the top of the building) and as a hand-out for teachers visiting the exhibition. Each teacher received a bundle of ten notes to share with colleagues, helping spread awareness of the program.
Geldlab
Payment requests, buy-now-pay-later options and constant purchasing temptations—young people face a lot, and both debt and money-related stress continue to rise. The GeldLab experience of the Belasting & Douanemuseum (Dutch Tax & Customs Museum) helps students develop financial skills, but how do we encourage schools to return every year?
While working at Vuurrood, I helped the museum answer this question. Based on research and a thorough intake, we developed a communication strategy that highlights the urgency of financial education using data from GeldLab itself. The place where young people can safely experiment with money. At the same time, the strategy supports schools with tools they can immediately apply.
