PFLEGE KANN WAS!
Changing Minds, Shaping the Future
Client: BMFSFJ Role: Art Direction Agency: TLGG Agency
Together with 365 Sherpas and the Federal Ministry for Family Affairs (BMFSFJ), we launched “Pflege kann was”– a campaign that set out to challenge tired clichés and negative stereotypes around caregiving. Instead of focusing on the physical demands, we used creative messaging, strong visuals, and a sharp, cross-media strategy to rewrite the story: Care work matters, and so do the people behind it.
The campaign highlights the opportunities that a career in caregiving can offer. Vibrant illustrations come to life and overlay potential applicants, visually opening up new perspectives and possibilities for their future.
A Typical Nursery Campaign…NOT!
The campaign visuals use the same vibrant illustration style, creating bold and attention-grabbing motifs. Portraits were created that look directly at the viewer, inviting genuine connection without pulling them into an artificial world. This visual concept extends consistently across all touchpoints, ensuring a strong and memorable presence throughout the entire campaign.
YOU CAN’T
UNSEE THIS
The campaign was rolled out cross-media, reaching the target audience wherever they actually are: on social, on their way to school, and in front of universities—covering all the relevant touchpoints. The visual concept, with bold illustrations and direct, inviting portraits, was consistently applied across every channel.
SOCIAL MEDIA EXSTENSION
FILM: career changer
FILM: STUDENT
FILM: TRAINEE
FILM: TRAINEE TWO
“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