The municipality of Amsterdam enlisted the help of Truman to develop an awareness campaign about caregiving.
Truman, in collaboration with Zus&Zorg, created a cross-media campaign that aims to increase awareness among residents of Amsterdam about "what caregiving exactly is" while also expressing appreciation for the 57,000 Amsterdam residents who provide caregiving to a partner, family member, or neighbour.
Under the communication theme "When you provide informal care, you're doing something special," a campaign is being rolled out this week in outdoor media, advertisements, social advertising, and a mini-documentary series. The campaign kicks off with an emotional manifest ad in, among others, Het Parool, which is signed by the Deputy Mayor of Health and Welfare. The communications clearly indicate which activities fall under informal care and illustrate the weight of informal care by showing that it involves care that recurs frequently.
Truman found filmmaker Frans Bromet willing to work together to create a mini-documentary series about Amsterdam residents who provide informal care. The emotional stories add a deeper layer of content to the campaign.