Getting old well. We all want that. That is why Kennisland and Vandejong Creative Agency have launched the project Leven Lang Leven, in which they call on the Dutch public to submit radical ideas that contribute to fine aging. De Wolven was brought in to generate media attention, in order to create awareness about the project and to age well. We all want that. That is why Kennisland and Vandejong Creative Agency have launched the Life Long Life project, in which they call on the Dutch public to submit radical ideas that contribute to fine aging. De Wolven was called in to generate media attention, in order to create awareness about the project.
Approach We know from experience that just a call to participate in a competition is not substantive enough for news media to pay attention to. We therefore faced the challenge of giving more meaning to the appeal of Leven Lang leven. We achieved this, among other things, by indicating the relevance of the project with facts and figures about healthcare. In addition, we have connected healthcare specialists to the project and put them forward for interviews. We have also shared the first initiatives submitted with journalists to make it more concrete.
In addition to news media, we approached healthcare-related specialist media. These are often read by healthcare professionals and informal caregivers, an important target group that we wanted to reach. Because students from universities and colleges are also an interesting target group, we advised our clients Kennisland and Vandejong Creative Agency to approach them with the question whether they would like to share the call-to-action.
Resuls Well-known care media, including Skipr, Zorgvisie and Nursing, paid attention to the project. In addition, the Margriet has published a nice article within their health section. Ultimately, it delivered the results we had hoped for: innovative ideas that contribute to fine aging.
Anne van den Nulft, pr-advisor: “In this process, the challenge was to draw attention to the project from various angles. In our pitch to the media we focused mainly on the bigger picture in which the cal-to-action fits: the aging population and the increasing pressure on care homes. That is a topical theme and we have responded to that.”