Human is a dutch public broadcaster and known for its sharp, distinctive programmes and documentaries. Due to the upcoming cutback in public broadcasting in 2014 they had to prove their right to exist by convincing at least 50,000 people to support their organisation. Lava created a campaign that would raise enough attention to reach this goal.
Lava promoted the idea of seeing new members as investors, participating in Human. So the concept of getting a ‘return on investment’ by investing in Human productions became an important element within this campaign.