PROOF | change communication & employee alignment


ActiZ and V&VN
More than meets the eye

How to get qualified nurses interested in elderly care? By letting them see and experience what the job really entails. Image campaign ‘More than meets the eye’ enables nursing students to experience the challenging situations in senior care first hand. The campaign website with an online experience has produced the desired exposure and image boost in almost no time at all.

Loads more qualified nursing professionals will be required if seniors are to continue receiving proper care in the future. Yet the elderly care sector’s image amongst many students is a bit boring. Image campaign ‘More than meets the eye’, created for trade organization ActiZ and the Dutch association of nursing and caring professionals (V&VN), is meant to change that. The three interactive films at accurately portray the complex situations in the elderly care sector. Students watching them are challenged to make a quick assessment of the situation and take the right decisions as the clock inevitably counts down. The stories are taken right from actual practice and are shown as true to life.

The campaign has been rolled out nation-wide via an extensive content and community plan including weekly blogs by seven regular bloggers, nursing professionals who tell their stories from on the job and a large number of ambassadors who have been putting the subject on the map via social media, in journals and by teaching at school. In eight months’ time, this approach has already generated more than 90,000 unique visitors to, more than 1,100 likes on Facebook and about 1,500 followers on Twitter and LinkedIn together.



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