360° VR foster parent recruitment campaign – Levvel & Municipality of Amsterdam

How do you convince someone to become a foster parent? It’s not a decision made lightly — it’s a choice that changes lives, both for children and for adults. Levvel wanted to make that story not just told, but felt. Not a traditional campaign, but an experience that gets under your skin.

Our approach

We developed a 360° VR experience that literally places people in the shoes of a foster parent. With a VR headset, you step into a familiar setting: the schoolyard from the popular TV series De Luizenmoeder. You find yourself in the middle of an encounter where warmth, doubt, and (unconscious) bias come together.

The production included:

• A script based on real stories from foster parents and children

• Casting and direction with actors from relatable contexts

• 360° film recordings on location

• Campaign packaging and VR optimization

• A nationwide tour across schools, community centers, and social organizations

The launch took place at the Stopera and was opened by Simone Kukenheim, Alderman for Health and Youth of the Municipality of Amsterdam.

The result

The reactions were powerful. Visitors described the experience as “confronting” and “deeply human.” The question “Would you be a foster parent too?” struck a direct emotional chord. Foster father Joram Frank expressed it best during the kick-off:
“It’s tough, but beautiful. The real heroes are the children — for having the courage to start over in a new family.”

This campaign showed how technology can amplify empathy. By putting on the headset, you truly see through different eyes — and gain a deeper understanding of what it means to give a child a new home.

After the launch, the VR experience traveled across the Netherlands, visiting schools and social institutions nationwide.