The brief was blunt: the Dutch government was cutting benefits for young people with disabilities and telling them to find work. Not exactly an inspiring message to deliver… or receive.
So instead of a campaign, I came up with a TV channel. Omroep Mik was an online broadcast by young people with disabilities for young people with disabilities. Real stories, told by the people who had to start working.
I developed the concept, assembled the production team, led the editorial, and took final creative direction.
The idea was simple: don't explain what's possible. Show it! Still my personal motto as well.