Honor the legacy of Mayor Van der Laan

Amsterdam has been given its own symbol to support residents. A poster campaign conceived by employees of the company Vandejong Creative Agency aims to increase solidarity in the city and thus honor the legacy of the late Mayor Van der Laan: Take good care of our dear city.“The heart is a symbol that is widely used during the coronavirus crisis, in various ways,” explains Roos. “I thought it would be nice if the city of Amsterdam also has its own symbol to support residents of our city and beyond in its own unique way. The transformation of the three Saint Andrew’s crosses from the coat of arms of Amsterdam into three hearts was quickly made. Through this temporary change, we make a small gesture. Stick it behind your window, let’s spread the love from house to house!”

We need each other

The three hearts on the poster each have their own meaning. One heart represents the healthcare workers, one for all essential professions, and one for all of us. The poster should convey a clear message: “In these uncertain, unstable times, one thing is certain, we need each other. Let us, Amsterdammers, take responsibility and ensure that we overcome this crisis by our love for each other, the city, and its residents.”

A new symbolism fitting for the current situation in the world

Roos indicates that the company does this because they enjoy being able to make a gesture and come up with new symbolism that is more fitting for the current situation in the world. “It’s not about where the idea comes from. It’s about creating a symbol for everyone. It would be nice if this is a symbol that people can also make their own and share to draw attention to the coronavirus crisis.” The company has set up this initiative voluntarily and distributed the posters with some help from their network. They have developed a handy toolkit that they distribute by mail and online to residents, businesses, and institutions. They can then hang the posters up for their window or post them on their social media channels.The PDF of the poster can be downloaded here.

Interview: Michelle Engel

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Check out our overview pagewww.vca.nu/coronahelpwith many opportunities to do something good for someone in need!