Campaign: Surprise a caregiver you know with a You-are-a-gift voucher!
Campaign on radio, social media, and print
“Mezzo” is the national association for caregivers in the Netherlands. They asked us to create a campaign to draw attention to the problem of caregivers who, due to their daily work for the one they care for, barely have time to spare. How to activate people to support caregivers? Give a You-are-a-gift voucher! A surprise that indicates you will take on a task. And an encouragement too!
Give a You-are-a-gift voucher
Thanks to our work for this campaign we got impressed by the hectic lives of caregivers. They deserve our support! By giving a You-are-a-gift voucher, you express your appreciation of the work they do and give caregivers some time for themselves by taking on one of their tasks. For example, by taking care of the garden of a caregiver, or for one day care for the one who normally receives their help.
Peter van der Vorst supports caregivers
The campaign has been rolled out via Facebook, Twitter, Mezzo magazine, postcards, and radio commercials. The voice of famous Dutchman Peter van der Vorst was used for the radio commercials. He got to know the busy lives of caregivers when he recorded his TV show “I take care of you.”
Radio commercials make online campaign more effective
By means of radio commercials we make sure that the subject is on top of people’s minds. As a result, people will click on Facebook advertisements with the same message more easily. The radio commercial triggers curiosity, and the Facebook ads makes it easy to take a quick look.
Sponsored post on Facebook
Facebook offers two options for the promotion of your message: advertisements and promoted posts. To your target audience, the latter option feels less like a push message. It looks more like a normal post that is shared. This makes the post look more sympathetic, and thus has our preference when promoting on Facebook.
Aim: to reach caregivers’ social network
Normally, you can easily reach your target audience via owned media, like your fan page and newsletter. This campaign, however, is a different case. Mezzo has a wide reach among caregivers via owned communication channels. But with the You-are-a-gift voucher, we want to reach caregivers’ social networks. By means of the campaign, we want to activate their friends and families to support caregivers in their tasks.