Zilveren Kruis: Corona puts family life on the edge
Zilveren Kruis 2020
Zilveren Kruis is committed to both the physical and mental health of people. Also during corona. Because of the measures surrounding COVID-19, many Dutch people find themselves in a complicated and challenging situation regarding their family and work. The health insurer acknowledges this and shares independent and relevant knowledge via editorial media. In three days time (from idea to execution), together with Zilveren Kruis we generated an organic reach of 29 million impressions with more than 150 publications. Without any paid media budget. Zilveren Kruis shows that even in times of crisis a brand can be visible in the media in a relevant and appropriate way, that is authentic to the brand.
“This campaign shows that by acting quickly and by keeping in close contact with the different parties, you can add relevant information to the current topic and thus be very newsworthy. This directly contributes to the thought leaderships position of the organisation.” - Vivijan - PR Specialist
Zilveren Kruis is committed to both the physical and mental health of Dutch people. Also during corona. However, little is know about this. So when the measures around COVID-19 became apparent, Zilveren Kruis didn’t want to just stand by, but reach people with their solutions and content. But how can the health insurer take on their role in an authentic way, a way that suits the organisation?
Much attention had already been paid to the measures that had been taken to restrict the spread of the coronavirus. However, the mental impact and especially stress caused by those measures had not yet been covered, let alone the availability of current research figures. Because it helps to know that you are not alone in this situation, we decided to conduct a research together with DirectResearch to gain insight into where the Netherlands stood after a few weeks of ‘intelligent lockdown’. What became apparent was that corona puts family life on edge.
This campaign shows that by acting quickly and by keeping in close contact with the different parties, you can add relevant information to the current topic and thus be very newsworthy. This directly contributes to the thought leaderships position of the organisation. We chose a new angle within the current PR domain: corona puts family life on edge. The combination of a topical subject that had not yet been given much thought - the mental impact of corona on families - and a solid foundation based on research combined with interpretation by an independent specialist was very successful.
In total we have generated over 156 publications for Zilveren Kruis. Partly thanks to a 40-second item on EditieNL, the campaign reached more than 29 million people. The subject was included in many live news feeds about the developments surrounding the coronavirus, such as Telegraaf.nl and Hartvannederland.nl. There was also attention for the campaign on, amongst others, Tijd voor MAX, Radio EenVandaag, NPO Radio 2 and Parool.nl. The earned name mentions for Zilveren Kruis contributed to its thought leadership position.
Earned media management