The Most Normal Thing In The World
Brand Campaign PFZW
- Campaign strategy
- Video production
- De Haaien
- Jona Honer
- EJ Grob
PFZW is the Dutch pension fund for 2.8 million care and welfare professionals. The fund works hard to ensure a good pension for all participants. PFZW asked us to help them activate young professionals, who are not really involved with their pension, by speaking up about what PFZW does for them and how they go about.
Reason. Get to know us
Young care and welfare professionals are not really involved with their pension. And they don’t have a striking image of their pension fund. They often know little about the organization that works hard to ensure a good pension for them. Some importante educative work had to be done.
Big idea. The Most Normal Thing In The World
To make young professionals receptive, we found a striking resemblance between them and their pension fund. Care and welfare professionals take care of people who are in need of their help, and although the outside world often views their work as special, professionals do not consider it to be as such. For them it’s absolutely normal. Same goes for PFZW. They consider it to be the most normal thing in the world to ensure a good pension for people who have been taking care of other people in their working life.
Outcome. The Reality Is Beautiful As It Is
We developed four commercials and three explanatory videos. All of which are distributed online. In the commercials we followed three professionals and documented their working days. We see the hard labor, the real attention they have for people and we see how natural it is for them to care. We connected that to the core story of PFZW, how normal and natural it is to take care for the professionals, for their pension; their life after work. At the end of every commercial viewers are offered the possibility to learn more on three major subjects, which are explained by PFZW staff members.
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