UWV works for us all.
Ask anyone what UWV, the Dutch Employee Insurance Agency, does and you’ll hear: “Benefits, right?”. Well yes, but that’s only a sliver of the whole truth. In reality, UWV is involved in just about every aspect of the labour market. The challenge: how do we convey this in an engaging way? We introduced a new brand promise and tagline “UWV works for us all”, and translated this sentiment into a brand campaign.
We decided to tell the story of UWV by telling the story of individual people. We created a series of light-hearted mini docs and online campaigns in which UWV shows the ripple-effect of their work. Meaning, UWV doesn’t just work for these individuals. But also for their new employers. Their manager. Co-workers. Families. And in that way, for society as a whole.
The Story of Gerard
Labour Market Disadvantaged
Gerard is young man with a neurodivergent background who, with the help of UWV, overcomes the hurdles on the labour market and ends up playing a part in helping to solve staff shortages in a big regional hospital.
Job searcher
The Story of Suzanne
Employer
Suzanne is the location manager of a nursery in Friesland. An ongoing staff shortage forced her to think outside the box.
The films each premiered at UWV’s bi-annual Talkshow “Krap”
featuring guests such as Minister of Employment Karien van Gennip.
The Story of Martijn
Martijn had a long career in hospitality which came to an abrupt halt in the pandemic. With the help of UWV Martijn reinvented himself and found a new purpose in the energy transition.
My role: concept, copy and creative direction
Art director: Tom Rentmeester
Director: Victor Vroegindeweij
Strategy: Esther Overmars
Production: Ynske Postma
Agency: Dawn/Springbok