Het Geluid van Vooruit

When you put optimism centre‑stage, it multiplies. On its very first day The Sound of Progress reached more than 500 000 people and rallied 30+ mission‑driven partners—proof that positive stories, told well, travel fast.

Mission

The Sound of Progress (Het Geluid van Vooruit) was created to rebalance the public conversation in the media by shifting attention from fear and paralysis to solutions, progress, and hope—and to give everyone a clear next step to join that momentum.

Approach

Leveraging the influential reach of prominent impact leaders, The Sound of Progress strategically combined authentic storytelling, accessible calls to action, and multimedia engagement. A compelling video manifesto launched the campaign, supported by a series of inspiring interviews with recognized impact makers. Each interview offered viewers clear ways to become part of the positive momentum, culminating in a strong, straightforward call-to-action: "What we focus on, grows. Let’s amplify the positive."

Insight

News cycles reward outrage: over 70 % of headlines lean negative, yet 89 % of global citizens say they want stronger climate and social action. There is a yawning gap between what people read and what they wish to see and do. Filling that gap with credible, hopeful narratives unlocks engagement and breeds progress.

Idea

Harness the credibility and reach of high‑profile impact leaders—Humberto Tan, Melati Wijssen, David van Reybrouck, Jacqueline van den Ende, Kiki Boreel, Anna Gimbrère and many others—to let viewers hear “the sound of progress” directly from the people building it. Every story proves the powerful slogan "What gets attention, grows" (Wat aandacht krijgt, groeit) and invites replication.

Impact

Within just the first 24 hours, The Sound of Progress reached over half a million people organically, bolstered by strategically placed billboards across prominent locations in Amsterdam. It quickly gained traction in earned media, receiving significant coverage, including a dedicated analysis on BNR Nieuwsradio. The continued engagement through weekly releases of inspiring video stories keeps amplifying the reach, resonating deeply with an expanding audience committed to positive change.
500.000+ organic impressions in the first 24 hours
30+ coalition partners across business, media and civil society
±1.2 M weekly contacts in Amsterdam Out of Home (OOH) reach

Extra content

Credits

Client

The Green Times

Agency

Nami

Camera

The Green Times / Pardis Faqiri

Editor

Ilia ten Böhmer

Editor

Steffen de Back

Editor

Kosta Tarushi

Campaign Partner

Anna Gimbrere

Campaign Partner

Kiki Boreel

Campaign Partner

Yara van Heugten

Campaign Partner

Thomas van Neerbos

Campaign Partner

Alex van Straaten

Campaign Partner

Maira Evers

Campaign Partner

Rose Marie van Leeuwen

Campaign Partner

Julia van Haaster

Campaign Partner

Cinetree

Campaign Partner

The School for Moral Ambition

Campaign Partner

Pakhuis de Zwijger

Campaign Partner

The School of Life

Campaign Partner

Carbon Equity

Campaign Partner

The Happy Activist

Campaign Partner

BrightVibes

Campaign Partner

Optimist Media

Campaign Partner

B-Lab

Campaign Partner

Momkai

Campaign Partner

Gardeners

Campaign Partner

Clear Music

Campaign Partner

De Groene Afslag

Campaign Partner

Marie-Claire Greve

Campaign Partner

Jan Rotmans

Campaign Partner

Impact Hub

Campaign Partner

Stichting DOEN

Campaign Partner

Youthopia

Campaign Partner

WeAreTheRegeneration

Campaign Partner

Rubio Impact Ventures

Campaign Partner

House of Wonder

Campaign Partner

Change Inc.

Campaign Partner

MT/Sprout

Campaign Partner

Happy Times

Campaign Partner

PYM

Campaign Partner

ImpactFair NL

Campaign Partner

Impact on the Beach

Campaign Partner

NewForesight

Campaign Partner

VanDeBron

Campaign Partner

Triodos Bank

Campaign Partner

ASN Impact Investors

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