Sozialverband VdK. Campaign 'Nächstenpflege'.
Caring for your loved ones at home is fulfilling, but it also often pushes you to your own limits - physically, mentally and financially. That's why the VdK, Germany's largest social association with more than 2.1 million members, is fighting for more support for caring relatives. We didn't want to show care situations, because that way you can't experience all aspects of the reality of care. In our campaign we therefore use dialogues between caring relatives and those in need of care. Without images - they arise in the head and therefore develop a much greater emotionality. In addition to posters, advertisements and a social media campaign, we also developed stunts to generate PR. An example: the first demonstration without people in front of the Chancellery in Berlin. This campaign was so successful that it was awarded the Bronze Effie.