Dutch Ministry of Defense
Defensie Dagstart
Reclaiming the most underestimated moment of the day
How we grab Gen Z’s attention at exactly the right moment with military precision — transforming mindless scrolling into meaningful change.
Challenge
Kick the negative scroll
Barely seconds after waking up, 75% of young people reach for their phones and start scrolling. In a world filled with crises, conflict, and negative content, this habit often sets the tone for a stressful and unmotivated start to the day.
So how can the Ministry of Defence help turn this moment around?
Approach
Create a new morning ritual
Military pragmatism is the answer. The military mindset is built to keep you (or get you) on your toes. It is grounded in mantras, insights, and practices that wake up the brain, activate the body and bring focus. By translating these principles into short, accessible moments, we can reach young doomscrollers and dopamine detoxers at exactly the right time. That single moment can make the difference between starting an off day or an on day.
Solution
Defensie Dagstart
Every morning at 07:00, we post a short, energetic prompt on Instagram: a mini-challenge or practical tipdesigned for everyday life. Each kickoff is delivered by military personnel and connects directly to core military values such as perseverance, teamwork, mental resilience, and alertness.
The Defensie Dagstarts make the world of Defence tangible to young people. Every morning, they experience what it means to be switched on—physically, mentally, and emotionally.
Impact
Becoming part of the daily routine
Defensie Dagstarts transform passive scrolling into active participation. Instead of consuming content, young people engage with it—completing challenges, sharing responses, and requesting new prompts that match their daily struggles.
Most importantly, the initiative provides a simple, positive boost at a time when mental well-being is becoming increasingly important.
1.4M
Total Organic Reach
2.7M
Total Organic Views
4.22%
Engagement Rate
+24k
Followers gained
