The City of Amsterdam would like to make its residents aware of what informal caregiving (‘mantelzorg’) is and express appreciation for the 57,000 Amsterdam residents who provide care to a partner, family member, or neighbor. We rolled out a campaign under the communication theme "When you provide care, you do something special", including outdoor, advertisements, social advertising, and a mini documentary series. The campaign is charged with an emotional manifesto advertisement in the Parool newspaper, signed by the Alderman of Health and Welfare. The communication materials clearly indicate what activities fall under caregiving and highlight the weight of caregiving by showing that it involves providing care on a regular basis. Truman found filmmaker Frans Bromet willing to collaborate on a mini-documentary series about Amsterdam residents who provide care. The emotional stories bring a deeper layer of content to the campaign.
‘In the past years, I have invited Truman for various complex communication issues. As a bureau, Truman stands out for me in analyzing a problem. Only when the issue is completely exposed, they come up with a seamlessly fitting creative concept.’
