Campaign of hearts – Reis met je Hart

Want to enhance your brand awareness but you don’t have the financial needs to do so? There’s another way! In the summer of 2016, Cherry LAB started on the pro bono pr for the foundation Reis met je Hart and introduced the ongoing campaign of hearts to create more brand awareness for the foundation through online and social influencers.

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Who and why?

The foundation Reis met je Hart helps people who, due to reasons such as a difficult divorce, informal care, dismissal, incapacity of work etc, don’t have the financial needs to go on a holiday and don’t have the possibility to charge their battery again. Goal of this campaign is primarily to create brand awareness and free publicity without sponsoring for the foundation through social (and online) media. We also hope that this campaign of hearts helps to get more nominations and donations for the foundation.


For the foundation Reis met je Hart, we developed in June 2016 the concept of the campaign of hearts which is still going strong. Within this concept, we asked influencers without charge to take a photo with a pink felted heart when they feel ‘free’ with a holiday vibe. This can be on a tropical beach or just in the backyard. We then ask them if they would like to post this photo on their social media with @reismetjehart and #reismetjehart. We send the small heart to the influencers’ homes so they can easily take is along on their next trip. Because everyone loves to shares happiness right?


  • Development of the concept
  • Personal pitches of Reis met je Hart at online influencers
  • Ongoing monitoring & reporting
  • Pink, felted hearts!


So far, we already spotted more than 120 hearts on Instagram, Twitter and Facebook! But above those great social exposure, more than 10 articles are posted in (online) media. We saw the campaign of hearts pass by in Nouveau, Reiz& Magazine, and!

Would you love to help out? Or do you work for a (travel related) foundation without budget but with big dreams? Let us know!