Ideal Advertising Foundation

Stichting Ideële Reclame (SIRE), known in English as the Ideal Advertising Foundation, is a Dutch non-profit foundation founded on 30 August 1967 by six advertising professionals. It creates public-interest advertising campaigns about topics its makers consider social problems, aiming to raise awareness, spark debate and make difficult subjects discussable. SIRE is not a government body; it is an initiative of the advertising industry, inspired by the American Advertising Council. Its board consists of people from the communication sector, and everyone involved in developing, producing and placing the campaigns works unpaid. Small costs, such as office expenses, are covered by donations. In 2024 the board had 14 members. SIRE selects topics annually, receiving around 500 suggestions from society, conducts research with experts, develops campaigns with communication professionals, runs them primarily for awareness, and measures their impact afterwards. Well-known campaigns include 'Je bent een rund als je met vuurwerk stunt' (1975–2000), 'De maatschappij, dat ben jij' (1998–2002), 'Wie is toch die man die op zondag altijd het vlees komt snijden?' (1997) and 'Laat jij jouw jongen genoeg jongen zijn?' (2017).

Stichting Ideële Reclame (SIRE) was founded on 30 August 1967 by six advertising professionals who envisioned a Dutch version of the American Advertising Council. They wanted to give the commercial tool of advertising a social application. The foundation's purpose is to draw attention to and make discussable subjects of importance to society that have not yet received attention, using idealistic rather than commercial advertising. The board of SIRE consists of people from the communication sector. Everyone works for free on developing, producing and placing the campaigns; for small costs such as office expenses, the foundation relies on donations. In 2024 there were 14 board members. SIRE selects topics annually, receiving around 500 suggestions from society, conducts in-depth research with leading scientists and experts, develops campaigns with professionals from all communication disciplines, runs campaigns primarily for awareness, and carries out extensive impact measurements afterwards. Notable campaigns include the long-running fireworks safety campaign 'Je bent een rund als je met vuurwerk stunt' (started 1975, slogan from 1989, handed over in 2000 to Stichting Consument en Veiligheid and HALT), the broad anti-indifference campaign 'De maatschappij, dat ben jij' (1998–2002), the 1997 campaign 'Wie is toch die man die op zondag altijd het vlees komt snijden?' about fathers' household participation, and the 2017 campaign 'Laat jij jouw jongen genoeg jongen zijn?' about raising boys, which drew widespread criticism.

• 2024

  Board has 14 members.

• 2017

  Campaign 'Laat jij jouw jongen genoeg jongen zijn?' launched on 25 July.

• 2002

  'De maatschappij, dat ben jij' campaign ends.

• 2000

  Fireworks campaign handed over to Stichting Consument en Veiligheid and HALT.

• 1998

  Campaign 'De maatschappij, dat ben jij' begins.

• 1997

  Campaign 'Wie is toch die man die op zondag altijd het vlees komt snijden?' launched.

• 1989

  Slogan 'Je bent een rund als je met vuurwerk stunt' first used.

• 1975

  Fireworks safety campaign begins.

• 1967

  Founded on 30 August by six advertising professionals.

Non-commercial, industry-funded public-interest advertising foundation that addresses social issues.

• Je bent een rund als je met vuurwerk stunt

  Fireworks safety campaign, 1975–2000.

• De maatschappij, dat ben jij

  Anti-indifference campaign, 1998–2002.

• Wie is toch die man die op zondag altijd het vlees komt snijden?

  1997 campaign on fathers' household participation.

• Laat jij jouw jongen genoeg jongen zijn?

  2017 campaign on raising boys.

1. 1Homepagesire.nl
2. 2Stichting Ideële Reclamenl.wikipedia.org
3. 3Ideal Advertising Foundationwikidata.org