SIRE

What SIRE does

SIRE (Stichting Ideële Reclame) is a Dutch nonprofit foundation established on August 30, 1967 that creates pro-bono public-service awareness campaigns addressing social issues for the Dutch general public. Operating with a 3-person core Bureau complemented by two project managers and an unpaid 15-member board drawn from the Dutch communications industry, SIRE selects one major theme annually (often at the request of partner NGOs) and produces a campaign through a five-stage process: topic selection from approximately 500 annual submissions, desk research with subject-matter experts, pro-bono creative development by volunteer communications professionals, multi-channel deployment, and post-campaign impact measurement using pre- and post-surveys.

The organization holds no software, app, or API, and its operational technology is essentially its campaign methodology, stakeholder ecosystem, and brand. Campaigns are distributed free of charge via media partners across TV, radio, digital out-of-home, cinema, print, online, social media, and influencer channels, achieving documented reach into millions of Dutch citizens (e.g., 80% aided awareness, 63% spontaneous recall on the 'Aardig zijn voor buitenlanders' campaign). SIRE measures campaign effects with quantified outcomes — a 40% increase in kidney transplants in 1973, donor codicils doubling from 670,000 to 1,600,000 by 1986, and a 350%+ increase in information requests to a child-abuse helpline in 1978.

SIRE's business model is donation-based: the foundation receives no government subsidies and is funded by the 'SIRE Club van 14' — a coalition of 22 Dutch enterprises that has grown from 14 members at 2013 founding to include ABN AMRO, Albert Heijn, Heineken, ING, Unilever, KPN, and Schiphol — plus approximately 20 regular corporate donors and several in-kind contributors providing IT, photography, PR, and campaign monitoring services. ANBI status granted in 2008 makes donations tax-deductible. No prices are charged; the product is awareness delivered free to the public, and successful campaigns are sometimes transferred to dedicated NGOs for continued execution.

Name

SIRE

Legal name

Stichting Ideële Reclame

Website

https://sire.nl

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1–10 employees

Short description

SIRE (Stichting Ideële Reclame) is a Dutch nonprofit foundation founded in 1967 that produces free social-awareness campaigns for the Dutch public, funded by donations from major Dutch enterprises and created by volunteer communications professionals.

Ownership category

akta.pro rank

Product category

Social Awareness Campaigns

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Grantmaking Foundations (813211)

akta.pro primary industry

Federated Giving Organizations (e.g., United Way-type) (BPAGAKAG)

Keywords

• Social awareness campaigns
• Public interest advertising
• Nonprofit foundation
• Pro bono communications
• Social issue campaigns

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Donations: SIRE is funded entirely by donors. The 'SIRE Club van 14' consists of 22 iconic Dutch enterprises committed for extended periods. Additionally, approximately 20 regular donors support SIRE, along with in-kind donors providing services such as IT, photography, and campaign monitoring.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

SIRE (Stichting Ideële Reclame) is a Dutch nonprofit foundation that produces social awareness campaigns on important societal issues for the Dutch general public. Founded in 1967, SIRE has conducted 122 campaigns covering topics such as loneliness, polarization, child welfare, organ donation, and fireworks safety. All campaigns are produced entirely free of charge through the voluntary cooperation of communications professionals, and distributed via media partners who provide free advertising space across TV, radio, outdoor, cinema, print, social media, and online channels.

Product overview

SIRE (Stichting Ideële Reclame) is a Dutch non-profit foundation established in 1967 that creates social awareness campaigns on societal issues. The organization operates without government subsidies, relying on voluntary contributions from communication professionals and media partners. SIRE campaigns cover diverse topics including polarisation, loneliness, fireworks safety, poverty, child welfare, and other social issues affecting Dutch society. All campaigns are developed pro bono by professionals from various communication disciplines and distributed free of charge through media channels including TV, radio, outdoor advertising, cinema, newspapers, magazines, social media, and online platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Social Awareness Campaigns

Quantifiable outcome

• 80% of respondents had heard of SIRE, with 60% considering SIRE a reliable sender and 42% finding SIRE knowledgeable.
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• VeiligheidsinstituutcoreStrategic or Co-development PartnerSIRE collaborated with the Veiligheidsinstituut on child safety campaigns (covering topics like child accidents in and around the house).
• Federatie van Instellingen voor Alcohol en Drugs (FZA)coreStrategic or Co-development PartnerSIRE partnered with FZA for campaigns on drug awareness and alcohol abuse, including the 1980 drugs campaign and 1978 alcohol campaign.
• Koninklijke Nationale Bond voor Reddingwezen en Eerste Hulp Bij Ongelukken 'Het Oranje Kruis'coreStrategic or Co-development PartnerSIRE collaborated with Het Oranje Kruis on the 1979 first aid campaign 'Een leven heb je zo gered' focusing on six most common life-threatening situations in accidents.
• Stichting Orgaan- en Weefseldonor wervingcoreStrategic or Co-development PartnerSIRE partnered with this foundation for organ donor recruitment campaigns starting in 1981, which successfully doubled the number of donor codicils.
• Vereniging tegen KindermishandelingcoreStrategic or Co-development PartnerSIRE partnered with this association for the 1978 child abuse campaign, resulting in 350%+ increase in information requests.
• VSOP (Vereniging Samenwerkende Ouder- en Patiëntenorganisaties)coreStrategic or Co-development PartnerSIRE collaborated with VSOP on hereditary health campaigns, resulting in information requests increasing from 2,000 in 1984 to 57,000 in 1985.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Nierstichting: Nierstichting (Dutch Kidney Foundation) is the partner organization that SIRE collaborated with on kidney transplant campaigns in 1973. Comparable to SIRE in being a Dutch ANBI nonprofit running national awareness campaigns within the same donor-funded, public-impact framework.
• Ad Council: Ad Council is the US national nonprofit that produces public service campaigns through donated media and pro bono creative talent, the direct model and inspiration for SIRE since 1967. Both organizations operate on the same non-commercial, donor-supported, donated-media playbook targeting the general public on social issues.
• Vluchtelingenwerk Nederland: Vluchtelingenwerk is a major Dutch NGO running national awareness campaigns on refugee and integration issues. Comparable to SIRE in Dutch public-benefit nonprofit profile, ANBI status, and dependent on donations and corporate partnerships to fund public-facing campaigns.
• Hersenstichting: Hersenstichting (Dutch Brain Foundation) is a Dutch health nonprofit running national awareness campaigns on brain-related social issues. Comparable to SIRE's social-issue campaign model, donor-funded ANBI structure, and Dutch public-facing impact orientation.
• Longfonds: Longfonds (Dutch Lung Foundation) is a Dutch ANBI nonprofit running national public awareness campaigns on lung health. Comparable to SIRE in donor-supported model, ANBI tax-deductible status, and Dutch public-facing campaign execution.
• KWF Kankerbestrijding: KWF is one of the largest Dutch health-focused foundations running national awareness campaigns on a donor-funded model. It is comparable to SIRE in operating within the Dutch nonprofit/ANBI framework and producing large-scale public-facing campaigns on social issues.
• Diabetes Fonds: Diabetes Fonds is a Dutch ANBI nonprofit running national public awareness campaigns on diabetes. Comparable to SIRE in the donor-funded ANBI framework, public-facing campaign orientation, and Dutch nonprofit operating model.
• Hartstichting: Hartstichting (Dutch Heart Foundation) is a Dutch ANBI nonprofit that runs national social-awareness and fundraising campaigns on cardiovascular health. Directly comparable to SIRE's vertical-specific campaigns in scale of public engagement and donor-supported model.
• Stichting Reclame Code: Stichting Reclame Code is the Dutch advertising self-regulatory body which SIRE directly collaborated with on its 1975 campaign. Comparable in being a Dutch foundation focused on advertising and social responsibility, with overlapping industry relationships and Dutch communications-industry board composition.
• Stichting CPNB: CPNB is the Dutch foundation for collective book promotion with a similar pro-bono/partner-funded model for running national public-focused campaigns. Comparable in being a Dutch stichting aggregating private-sector support to produce national pro-bono promotional campaigns.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/stichtingsire

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SIRE