Being a family caregiver can be a difficult and stressful job. Suddenly you have to take care of someone who is not able to do everything for themselves. It can be difficult asking for help and not everyone knows they can get help. However, helping a caregiver can be just a small effort (Een Kleine Moeite).

Steunpunt Mantelzorg Zuid is an organization that informs and guides informal caregivers. For overworked caregivers, they offer volunteers who temporarily take over tasks so that the caregivers can have some time for themselves. The majority of the current volunteers who have joined Steunpunt Mantelzorg Zuid are between the ages of 60 and 80. However, these individuals often have to give up volunteering due to their own health and age issues, causing Steunpunt Mantelzorg Zuid to run into a shortage of volunteers. The end result is that the caregivers have to be placed on a waiting list.

We were asked to develop a cross-media campaign to recruit more volunteers, including a brand story for Steunpunt Mantelzorg Zuid. In order to achieve this, we had to research which specific target group is most willing to react to the volunteering campaign.

The campaign “Een Kleine Moeite” is specifically aimed at the “responsible people” target group around the age of 50 years old. The campaign shows that small daily actions and tasks that people regularly do, like grocery shopping, getting coffee or going for a walk, can have a big impact on the lives of both the overworked caregivers, as well as the people receiving the care.

These simple actions are shown through playful illustrations and animations in colourful posters. Along with social media advertising and an informative website, people can register as a volunteer without obligation or get into contact for more information. This emphasises “Een Kleine Moeite”, to make it just a small effort.

The project was made in collaboration with other students: Chloé Kempeners, Youri Beckers, Ruben Israel and Joëlle Jacobs.