Lifetime project to solve unsustainable pressure on nursing care
Growing old happily. That is what we all want. That is why Kennisland and Vandejong Creative Agency have launched the project ‘Living Long’, in which they call upon the Dutch public to submit radical ideas that contribute to a pleasant old age. De Wolven was brought in to generate media attention in order to create publicity for the project.
Approach:
We know from experience that just a call to participate in a contest is not substantive enough for news media to pay attention to it. We were therefore faced with the challenge of giving the appeal of Life Long more substance. We achieved this by, among other things, indicating the relevance of the project with facts and figures about healthcare. In addition, we connected healthcare specialists to the project and put them forward for interviews. We also shared the first submitted initiatives with journalists to make it more concrete.
In addition to news media, we approached healthcare-related trade media. These are mostly read by care professionals and family caregivers, an important target group we wanted to reach for the project. Because students from universities and colleges are also an interesting target group, we advised our clients Kennisland and Vandejong Creative Agency to approach them to ask if they would like to share the call.
"In this process, the challenge was to use different angles to bring attention to the project. In our pitch to media, the news about the contest was rather secondary, the focus was mainly on the bigger picture in which the contest fitted: the aging population and the increasing pressure on nursing homes. That's a topical theme and we capitalized on it."
Anne van den Nulft, public relations consultant
