Dutch ad agency launches campaign to allow boys to be boys

Dutch ad agency launches campaign to allow boys to be boys

Sire, the Dutch independent advertising agency which tackles social issues, has launched a campaign to promote ‘boy behaviour’. The agency claims boys ‘learn by experimenting and taking risks’, but that this type of behaviour is increasingly discouraged which leads to frustration and falling school results. The campaign video, which shows boys messing around and playing with a disapproving mother looking on, is aimed at starting a discussion among parents and educators about giving boys the space they need to develop, the agency says. ‘Boys and girls are equal but not the same,’ Sire director Lucy van der Helm said on the Sire website. ‘With this campaign we want to make educators aware of boys’ needs.’ ‘Boys learn by trying out things. We need to let them do that because this type of development will stand them in good stead once they are grown up,’ evolutionary biologist Mark van Vugt said in the Sire press release. Schools Schools will have to play their part as well, the agency says. A diagnosis of attention deficit disorder is four times as likely in boys than in girls and according to Sire 44% of the parents it polled said they feel typical boy behaviour is discouraged in today’s society. At the same time, schools are rewarding girls for their social skills. Their average score in the final primary school test has been consistently higher than that of boys for the last three years and more girls than boys go on to higher levels of education. According to behavioural expert Lauk Woltring the campaign is vital. ‘There is no such thing as ‘the typical boy’ but there is a tendency to suppress boy behaviour. They will learn less from experience and that will hamper their development,’ Woltring said. Sire is an independent initiative set up by Dutch creative and marketing companies and has run 117 campaigns since its foundation in 1967.  More >



ATM raid in Germany ends in Utrecht crash

Dutch ad agency launches campaign to allow boys to be boys An attempt by thieves to break open a cash dispenser using explosives in the German town of Wesel on Monday night resulted in a car chase to Utrecht, Dutch media said on Tuesday. A police helicopter and dozens of cars took part in the chase along the A12 motorway, which ended when the car - a black Audi - crashed in the Kanaleneiland district of Utrecht. No-one was arrested and police searched the neighbourhood for the suspects, leading to scores of complaints about the noise. No explosives were found in the car, broadcaster NOS said. Last year, German banks close to the Dutch border began tightening up security following a surge in attacks on cash dispensers, thought to have been orchestrated by Dutch gangs. Audis In the German state of North Rhine-Westphalia there were 80 attempts to blow up or crash into ATMs in the first seven months of 2016, compared with 67 in 2015 as a whole. In Lower Saxony there were 67, compared with just 28 in 2015. Police said last year they suspect the raids are being carried out by a group of Dutch Moroccans who are based in Utrecht and Amsterdam and who have moved into Germany because of increased security at Dutch ATMs. The gang is known as the ‘Audi mob’ because of their habit of stealing fast Audis to make their getaway over the border. In April, Dutch police have arrested a 28-year-old man on suspicion of blowing up seventeen ATMs in Germany between February and May last year. In February two alleged members of the 'Audi mob' were killed when their car left the Autobahn at high speed. #Plofkraak Duitsland eindigt met crash in #Utrecht: Volgens getuigen is een deel van de wijk hermetisch afgesloten https://t.co/lNoE7TxepS pic.twitter.com/4wJLiqqwQ3 — RTV Utrecht (@rtvutrecht) July 25, 2017   More >


KLM, Air France split over IT operations

Dutch ad agency launches campaign to allow boys to be boys The acrimonious relationship between Air France and KLM, partners in Europe's largest airline combine, has worsened, this time over the management of IT operations. KLM is refusing to hand over various IT activities to Paris, resulting in furious reactions from the French, the Financieele Dagblad reported on Tuesday. KLM wants to keep its IT operations under its own control. When Air France acquired KLM in 2004 it was agreed that Air France would manage two-thirds of IT operations, KLM the remainder. But IT now plays a far greater role in airline operations than it did 13 years ago and speed of data transfer is vital, which is a major reason KLM want to retain control, the paper said. The main French union said in a letter to KLM's IT managers this attitude reflected the contempt KLM has for Air France, the FD reported. KLM is very much the junior partner in the combine. Nevertheless  KLM booked operating profit of €681m in 2016, nearly twice the €372m Air France earned in that year.  More >



Pay rises averaged 1.8% last year

Dutch ad agency launches campaign to allow boys to be boys Centrally-agreed pay deals in the Netherlands last year included an average salary rise of 1.8%, the highest increase in six years, national statistics office CBS confirmed on Tuesday. This was considerably more than the annual rate of inflation, which stood at 0.3% in 2016. Around four in five Dutch workers are covered by a sector-wide pay and conditions deal (CAO), worked out in negotiations between unions and employers. The biggest pay rise, 3.4%, went to civil servants, whose pay had been frozen for several years due to government austerity measures. Pay in the construction, trade and transport sectors all rose by at least 2%. At the bottom of the pile were people working in agriculture, fishing and financial services, whose pay rose less than 1%.  More >


Suicide of boy, 11, under investigation

Dutch ad agency launches campaign to allow boys to be boys Social work and justice ministry inspectors are preparing to launch an investigation into the suicide of an 11-year-old boy earlier this month, local newspaper the Limburger said on Tuesday. The boy, named in the press as Vladimirs, killed himself in the Limburg town of Steyl just days after social workers decided to offer the family no further help. The boy, with Latvian roots, is one of the youngest people to have ever committed suicide in the Netherlands. Neighbours and the boy's school had alerted the authorities to his family situation. 'The whole street knew he was being battered,' one neighbour told reporters. In December 2015 the family was placed under 'low level care' after two reports about problems in the boy's home, one anonymous and one from his school. Several days before his death, this involvement was stopped because 'the parents had no more need for help'. They also said the boy's main problem was his poor Dutch, the AD said. The Limburger also reported that two weeks before he killed himself, the boy sent a photograph of a noose to his family in Latvia, urging them to get in touch with him, but no-one responded. The boy's father has dismissed claims that the child was being physically abused as 'rumours spread by Muslims' and denied ever hitting the child, the Limburger said. Last week, social work inspectors concluded that social workers had been lax in their dealings with 15-year-old Tharukshan Selvam from Heerlen, also in Limburg, who killed himself in January.  More >