Indestructible Jeans Sparking National Debate

Indestructible Jeans Sparking National Debate

SIRE, a Dutch foundation addressing social issues, aimed to prompt change in parents' and educators' behavior towards children. Their focus was on allowing boys space to develop through exploration, experimentation, and risk-taking. Concerning statistics from CBS Youth Monitor 2016 revealed boys were reprimanded more often, diagnosed with ADHD at higher rates, and placed in special education more frequently than girls.

Case video

SIRE recognized the need to highlight the distinct learning styles of boys and their limited space for development. Their solution was a compelling campaign challenging the attitudes of Dutch educators and parents.

The centerpiece of the campaign was the creation of indestructible jeans made from Dyneema, a material 15 times stronger than steel. These jeans tackled a common concern among parents, providing a solution for boys to explore without worrying about ruining their pants. SIRE encouraged engagement through an online debate, offering these innovative jeans as a unique reward.


  • The campaign sparked nearly 17,000 social media posts, reaching an audience of 275 million.

  • Moreover, 624 news reports were generated, extending the campaign's reach to an impressive 375 million.

  • The success of this campaign was unparalleled in the history of SIRE, achieving unparalleled results and media exposure.

Bronze - Social

Accent - Non Profit & Government

Accent - Branding 360

Team a.o.
Rens Quirijnen

Bjorn van den Hout

Frank van Rooijen

Lionell Schuring

Stichting SIRE

© 2023 Lionell Schuring