Wall of Worth

Speaking with Guus van Duijn (Consultant) about the project. How did you ensure that the campaign aligns with the values ​​and needs of Generation Z?

“Gen Z values ​​authenticity, inclusivity and the opportunity to express themselves in a unique way. Research shows that more than half of young women find it difficult to meet the traditional beauty ideal. That is why we wanted to create a campaign that supports and affirms them in their own beauty and value.”

That is how the activation ‘The Wall of Worth’ came into being. The Wall of Worth, a giant mirror wall, encourages women to write down compliments to themselves and others. Beforehand, the participants were inspired and guided by positivity coaches. These self-affirmations helped women realize that their self-worth is not determined by the opinion of others, but by their own reflection and thoughts.

With this strategy and approach, we have made a clear shift from product-oriented communication to brand-oriented communication. This is important for Gen Z; research shows that they prefer brands that show a deep understanding of their ideals and offer authentic experiences.”

What elements of the campaign are you most proud of?

“One of the highlights of the campaign was the PR event and the accompanying pact. The campaign was kicked off during the opening event at the Pulitzer Hotel in Amsterdam. During this event, key voices of this generation Quinty Misiedjan, Eva Eikhout, Milou Deelen and Awura Abena shared their successes and obstacles around self-worth in a candid panel discussion. A special moment during the event was the signing of the Worth It pact by all attendees. With this pact, they promised to actively work for the self-worth of women, by supporting each other and not putting each other down, both online and offline. This pact symbolizes a collective effort to promote a culture of positive self-worth and support.


Furthermore, I am very excited about the fact that it was a 360 campaign, which allowed the ‘Worth It’ message to be spread through different touchpoints (OOH, OLV, ads, social media, PR, offline activation). This allowed us to not only generate a broad reach, but also to promote depth and dialogue. The strength of the concept lies in the combination of mass visibility and emotional involvement. From various angles we heard that people had seen the campaign multiple times, which further underlines the power and effectiveness of the message.”

What reactions did you receive from the public and from Generation Z in particular?


“During the activation, we saw countless vulnerable moments arise both online and offline in which young women indicated that they felt truly affirmed in their self-worth. “I have often heard that it is valuable to also take a moment to reflect on the inside – many girls do not realize that they should reflect on this more often and that they are truly worth it,” said the affirmation coach who was present at the activation.”

Are there plans to integrate this strategy and approach into other campaigns?

“Definitely. This brand campaign builds on the successful campaign strategy that L’Oréal Paris has been using for several years. We would like to contribute to the further deepening of this strategy, with local relevance and a focus on Gen Z. Our goal is to support L’Oréal Paris in the next 50 years as they continue to celebrate women and their self-esteem.”