#PFLEGEKANNWAS
With the persistent shortage of skilled workers, the supply gap in the German healthcare sector is growing at an alarming rate. According to a PwC forecast, by 2035, nearly 1.8 million vacant positions may remain unfilled due to a shortage of qualified professionals. This challenge is exacerbated by the prevailing negative perception of healthcare professions, often associated with physically demanding work.
In response to this critical issue, and recognizing the need for a comprehensive approach, TLGG Agency and 365 Sherpas joined forces to launch the "Pflege kann was" (Care can do something) initiative in collaboration with the Federal Ministry for Family Affairs, Senior Citizens, Women, and Youth (BMFSFJ). This groundbreaking campaign was designed as a 360-degree endeavor, encompassing a wide array of media channels, aiming to not only change perceptions but also generate substantial media buzz and public engagement.
The campaign sought to challenge the prevailing negative stereotypes surrounding caregiving professions, particularly the perception of physically demanding work. Through a strategic blend of creative messaging, powerful visuals, and a multifaceted media strategy, "Pflege kann was" aimed to reframe the narrative, highlight the importance of these roles, and ultimately attract more qualified professionals to the field.
Role: Creative Direction
Agency: TLGG Agency
Production: Digitalsinn