Princess Máxima Receives SIRE Jubilee Book

Established in 1967, Stichting Ideële Reclame (SIRE) is a foundation for non-commercial campaigns. As part of the 40th year jubilee celebration, Princess Máxima of the Netherlands participated in a conference and received a jubilee book exhibiting the campaigns of the organization. The main objective for SIRE is to draw attention to urgent issues that would otherwise be treated with indifference. SIRE does not receive government or institutional type funding. Instead, the air time, ad space and other work is donated by the advertising and web agencies.

Photo: ANP