The Oval Office and CJM protect minors from harmful TV content
17 September 2024
The Oval Office and the Department of Culture, Youth, and Media (CJM) proudly announce the launch of the campaign for ‘GoedGezien’, a brand-new classification system for audiovisual media in Flanders. Starting from 30 September, a symbol will be displayed at the beginning of each TV programme on Flemish television and streaming platforms, indicating the age rating and content warnings for the programme.
In consultation with Flemish broadcasters, service providers, and various experts, CJM implemented a uniform classification system for audiovisual media: GoedGezien. The goal of GoedGezien is to warn (young) viewers of potentially harmful TV content through age and content ratings.
To support the introduction of GoedGezien, The Oval Office developed an extensive campaign. The campaign includes a TV spot that will be broadcast on all Flemish channels, as well as an online campaign on Facebook, Instagram and YouTube.
The campaign concept is both surprising and humorous, aiming to highlight the importance of the classification system in a light-hearted manner, making the topic accessible to a wide audience.
In addition to the TV and online campaigns, The Oval Office also launched a dedicated website for GoedGezien. Here, parents and educators can find detailed information about the classifications and access a user-friendly tool to easily search for the ratings of specific programmes.
Eva Verhofstadt, Account Manager at The Oval Office, emphasises the importance of empathy in this campaign: "Empathy is at the heart of everything we do. With 'GoedGezien', we want to make a difference for families by providing parents with clear and reliable information about what their children are watching. This campaign not only helps to protect children from inappropriate content but also promotes more conscious and safer media consumption in Flanders."
Credits:
- Client: Flemish Government - Department of Culture, Youth, and Media
- Contact: Jef Vyncke and Pauline D’haene
- Agency: The Oval Office
- Account Team: Line Reynaert, Eva Verhofstadt, Janne Roelen
- Strategy: Marijke Dubois
- Creative Director: Sébastien Van Reet
- Creation: Gino Keymeulen, Alex Skim
- Graphic Design: Jon Troch, Yanina Suykens
- Video: De Machine
- Director: Jeroen Perceval
END OF PRESS RELEASE
Press contact: sofie@theovaloffice.be