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The social safety campaign is aimed at raising awareness of, and helping to recognise and name undesirable behaviour, for and by everyone in the organisation.

The campaign aims to make students and staff more aware of undesirable behaviour, the effect that certain kinds of behaviour can have and the possibilities for doing something about it.

A social media and poster campaign will feature quotes representing experiences with undesirable behaviour. The campaign page brings together everything relating to social safety, from help with discussing difficult subjects, such as tips, training, meetings and performances, to the code of conduct and the social safety guides. We are working together to create a safe environment for everyone who works and studies at the university.


Do you need help or do you want to talk to someone about undesirable behaviour? View the guide for employees or students. For more information on social safety, see

More about the campaign

Why this campaign?

The aim of the campaign is to make people aware of undesirable behaviour, the effect that certain behaviour can have and the possibility to do something about it. The campaign page offers tools so you know what to do if you see or experience undesirable behaviour.

The UvA is committed to providing a positive study and work environment in which we treat each other with respect, nobody feels unsafe and everyone can develop their talents. We want everyone to be assured they have a safe basis for their work or studies and, if necessary, to conduct difficult or critical conversations. The UvA offers a support structure and procedures for dealing with reports and complaints of undesirable behaviour. We create a positive and safe working and studying environment, in which staff and students interact with each other in a respectful manner.

What does the campaign consist of?

  1. Campaign messages with quotes, for example for social media posts, newsletters, posters and screens that refer to a campaign page.

  2. A campaign page on the UvA website with help on how to recognise undesirable behaviour and unsafe situations and how to make them open for discussion.

    The campaign page will bring together everything relating to social safety, from help in discussing difficult topics, such as tips, training sessions, work formats, checklists, articles, meetings, performances and podcasts to the Code of Conduct and the social safety guides. Within the campaign, existing ideas and initiatives can be connected and strengthened.


Who is this campaign for?

This campaign is for everyone who studies or works at the UvA. We have involved as many different perspectives in its development as possible. We want the campaign and our language to be as inclusive as possible for everyone, regardless of origin, religion, gender identity, age, sexual orientation or political preference. Do you see something that could be improved on? Let us know!

How can I contribute?

You can help by getting to know more about the issue, for example through the information on the campaign page, or by taking part in activities or following the e-learning (available from November). Do you want to contribute to the campaign, do you have ideas or possible additions? Please contact

What is the UvA doing about social safety?

Of course, the UvA considers social safety very important and actively strives to offer staff and students a safe environment. See also 'A safe study and working environment'. Together with the campaign, these form the building blocks of the 'House of Social Safety'. There are procedures for dealing with reports and complaints of undesirable behaviour. In recent months, the reporting and complaint procedures have been revised, as have the working methods of the ombudsperson and the confidentiality regulations. There is also a code of conduct, work has been done to improve information on available help, and in November the theatre and discussion programme The Learning Curve will be organised on all campuses. See also A safe study and working environment.

How was the campaign developed?

The concept for the campaign stems from the recommendations of the Social Safety Taskforce. The campaign was developed in co-creation with various employees and students from the UvA-organisation. During the implementation of the campaign, we worked together with the various departments, faculties and services: staff and students from all faculties and in various positions; OBP, WP, PhD, (international) students and from the CDO team, the CSR, COR, the Student Disability Platform, Student Services and HR, the ombudsmen and confidential counsellors. In addition to the knowledge gained from reports and interviews, co-creation involved collecting knowledge from experts and testing the concept and content to ensure it matched the target groups. The design was shared in a number of sessions and the quotes were created in co-creation. The campaign was also tested by the UvA panel in May.

Is the campaign based on real situations at the UvA?

Quotes are central to the campaign messages. The quotes depict recognisable situations of undesirable behaviour or insecurity that may occur at universities. The purpose of the quotes is that people can recognise themselves in them, that they are made to think and that something can be done about it. Input for the quotes was collected from interviews with staff and students, from research, in collaboration with the UvA panel and from various external reports. A quote is therefore not based on, or traceable to, a personal, individual situation, but it does represent a recognisable situation of undesirable behaviour within universities.

What is the focus of the campaign?

To raise awareness, recognise and name socially unsafe behaviour, for and by everyone in the organisation. A poster and social media campaign confronts employees and students with personal experiences of undesirable behaviour such as discrimination, bullying, (sexual) harassment, stalking and exclusion. This encourages reflection and the call to action refers to help and tips for dealing with it. How do you deal with each other in a respectful way? And how do you make undesirable behaviour negotiable?

The campaign can be further fleshed out based on new developments and resources in the field of strengthening social safety. The structure of the quotes and the line of the campaign, with its 'Looking out for each other’, offers sufficient room to further illuminate topics that fit the faculty or current events. It is also possible to work out new quotes in co-creation. Examples are: undesirable behaviour due to excessive alcohol consumption; experiences of staff and students with disabilities; experiences with the help of confidential advisers and ombuds person; different views on how to deal with each other during the pandemic; welfare of students and threats to scientists.

Are there things you feel are missing in this campaign or do you have questions about the content? Let us know via  

How can I use the campaign in my association, faculty or department?

This campaign can be used in faculties and departments of the UvA. A communication toolkit is available for this purpose for communication staff. Would you like more information or do you have any questions? Go to for more information about social safety or contact