Bombastic fireworks campaign Hoe lit is dit?
Length
2 min. readtime
Date
8 October 2025
Every year after the summer holidays, the municipalities of Sittard-Geleen and Stein see a sharp rise in reports of firework-related nuisance. Many residents ánd animals are disturbed by the loud bangs in their neighbourhoods. That’s why Zuiderlicht was asked to develop a campaign to raise awareness among teenagers about the consequences of firework nuisance.
How to make teens aware of nuisance in their neighbourhood?
Fireworks have a strong appeal to young people. They’re exciting, fun and often a social activity with friends. For early teens, especially those who like to test boundaries, illegal fireworks with loud bangs are particularly tempting. However, many are unaware of the fact that fireworks can cause serious nuisance, including stress for both people and animals. Talking about the risks of fireworks isn’t always easy either.
So how do you engage a young audience aged 10 to 15 and get them thinking about the consequences? How do you encourage them to be more considerate of their surroundings? And how do you involve parents and schools in the process? These questions formed the starting point for the campaign.
Co-creation with teenagers and stakeholders
We chose a qualitative approach to better understand the world of young people. Through interviews with experts and stakeholders, such as youth enforcement officers, teachers and secondary school students, we gathered insights to shape a creative campaign concept.
Insights from the target group
Our research showed that young people are largely unaware of the impact fireworks can have on their surroundings. Like how loud bangs can frighten people. But we also saw opportunities: especially those aged 10 to 13 are impressionable. They enjoy experimenting with fireworks but also feel empathy when animals or elderly people are harmed or distressed.
That’s why the campaign holds up a mirror to them with questions like: How cool is it (how lit is this?)… if your dog is terrified of your fireworks? Or if your gran no longer dares to go outside because of it? These messages raise awareness by making the situations relatable and personal. Many young people have pets themselves or understand that older people, like their grandparents, can be frightened.
Tone of voice and campaign style with AI visuals
We opted for a distinctive tone of voice and visual style, tested by the target group. The word lit — which means “ignited” — is also slang for “cool” or “fun” in youth culture, giving it a double meaning in the campaign. Visually, the campaign stands out with neon colours. These bright tones and obvious AI-generated images featuring fireworks and exaggerated emotions grab the attention. The messaging encourages reflection, without preaching. Finally, we deliberately chose not to visualise the municipality’s logo, so the it wouldn’t feel like a government initiative.
