FOD Sociale Zekerheid

The FOD Sociale Zekerheid therefore asked us to develop a broad awareness campaign . There were several objectives: increase the theme's debatability and stimulate behavioral change by increasing knowledge and providing tools. We aimed at different target groups: in addition to employees and employers, we also wanted to reach the self-employed, managers, social partners and welfare experts.

We took a three-wave approach. During the first wave in November and December 2021, we launched the campaign with the umbrella message "Maak een afspraak met jezelf." Using cliché statements such as "druk-druk" and "ça va," we caught the attention of our target groups and then sent them to a campaign website. Here, in addition to tips and tools, they found a series of agreements they could make for greater well-being in the workplace.

We were able to reach the employee target group efficiently with radio commercials in Flanders and Wallonia, an extensive online campaign as well as an online press conference with Hanne Decoutere as presenter and interesting call-ins from four ministers, two experts and two influencers.

For employers, we opted in the first wave for a targeted radio campaign and a specific online component via LinkedIn, Admoove and Google Search.

The second wave followed from February to April 2022, using radio and online to reach workers. Doctors received a customized mailing calling on them to help spread the word. We addressed employers with an ad in thirteen Flemish and Walloon employer magazines, and an online campaign in which we expanded Linkedin and Admoove this time with Facebook, Instagram and Programmatic Display.

We supplemented these waves with always-on storytelling on social media, striking stickers on some Brussels government buildings in June and a full episode on mental well-being at work within the existing podcast Onbespreekbaar in October (with a reach of 345K listeners).

The figures prove that this campaign addressed a relevant topic as well as achieving our objectives. We counted 48 articles in the press and no fewer than 33,100 visitors to the website. More than 7,000 appointments were made and 12,800 self-tests were started. After seeing the campaign, 50% of employees said they took action to improve well-being at work. Among employers, the figure was as high as 80%. A more than "ça va" result.

During the third wave, we launched the podcast series Het PauzePraatje / La Pause où On Cause. Hanne Decoutere spoke in both French and Dutch with experts, famous Belgians and employers: Lode Godderis, Noémi Panizieri, Dagny Ros, Laila Zaoui, Elke Van Roy and France Thils.

In the three episodes, our guests testified candidly about mental stress and how hard it can weigh. They elaborated on the three phases (prevent, recognize and recover), gave tips & tricks to improve mental well-being at work and looked at how organizations and the government can contribute.

Together with our podcast studio That Sound, we were responsible for the complete development of the podcast series. We wrote the scripts, sought out the right guests and handled the recording. To increase engagement, we shared The Break Talk not only on the campaign website, but also on platforms such as Spotify, SoundCloud and Apple Podcasts. Thanks to this staggered distribution and targeted ads on social media, we managed to reach a diverse audience.