In some of the bus stops in Holland’s larger communities, you’ll find images of real health care professionals. They care for the people in the area, and PGGM cares for them. We show the importance of the work these people are doing, and the fact that PGGM is there to manage their needs.
PGGM takes care of health care professionals. Because they’re a union, you have to apply for membership. To raise awareness, and to show the target group our support, Steam developed a double-channeled campaign.
In addition to the print campaign, we used social media to set up the income ambulance. In this video, any care sector worker can send an ambulance to one of their colleagues. The ambulance crew drives by their home and tells them about the importance of a PGGM membership.