The insight
Healthcare (de zorg) often feels abstract: a complex system, an institution, or a number on your insurance statement. Yet caring (zorgen) is something everyone does, every day.
- 1 in 6 Dutch people works in professional care.
- 1 in 3 adults is a caregiver.
- And ultimately, 1 in 1 cares.
With an ageing population and growing pressure on the system, reconnecting people with their natural care instinct has never been more relevant.
The idea
The belief that all people care forms the foundation of CZ’s new brand positioning. In the first campaign ‘Zorgen zit in onze natuur’ (Caring is in our nature). The creative idea celebrates the zorginstinct, the universal human drive to look after one another, and shows that caring is not something you have to do, but something you’re made to do.
‘With this new positioning we move from a functional role to an emotional and societal promise: we don’t just cover what’s needed, we strengthen what truly matters: caring for each other.’
The result
Through film, social storytelling, podcast commercials and branded content, the campaign shows that caring is in our nature. just like googling symptoms, or doubting who can help you best.
It reminds people that care doesn’t only happen in hospitals, but in every home and street.
This is the first step in a long-term positioning that goes beyond communication.
Together with CZ, we will continue to support and strengthen the Dutch zorginstinct: staying true to the brand’s DNA, but with a contemporary expression that fits the world of today.