PFLEGE KANN WAS!
Changing Minds, Shaping the Future
Client: BMFSFJ Role: Art Direction & Conception Agency: TLGG Agency
Pflege kann was – a 360° campaign challenging caregiving stereotypes.
The campaign kicked off with an awareness phase utilizing OOH and hero films, before shifting into a social-first approach for the deep dive and conversion. Driven by content, channels, and speakers emerging directly from the target group, we rewrote the narrative: care work matters, and so do the people behind it. Vibrant illustrations visually opened up new futures for potential applicants across all digital touchpoints.
A Typical Nursery Campaign…NOT!
The campaign visuals completely break with traditional caregiving tropes. Using brightful visuals, we create an instant stopper effect on all tocuhpoints: bold, colorful, self-confident, and strictly at eye level.
PFLEGETALENTE
Following the initial awareness phase, the campaign shifted into a social-first approach for the deep dive and consideration. Through our content series "Pflegetalente", we spotlight the real people behind
the profession and their personal motivations.
GEPLEGT
GEFRAGT
Through authentic street interviews with passersby and the candid reactions of nursing professionals, we break down barriers and offer real insights into the profession. Key topics include generalized nursing training, academic pathways, future-proof career perspectives, and busting common misconceptions.
To drive high engagement, we partnered with prominent care creators like @derKrankenbruder and @Luisasmiling, bringing the content directly to the community.
“The ‘Pflege kann was’ campaign breaks stereotypes and gives care professions the positive attention they deserve.”
Süddeutsche Zeitung
“With its bold visuals and honest messaging, the campaign finally puts care work center stage.”
FAZ