Wapen Jezelf is an initiative by the local government of Amsterdam Zuid-Oost. After multiple shooting incidents, the powers-to-be decided that enough was enough. They approached Merge Media to develop a campaign that would improve and intensify communication with the youth of Amsterdam Zuid-Oost. The result is Wapen Jezelf (Arm Yourself). A catching name for a campaign against violence. My part in all of this was to make the visuals appeal to the targeted group.