New Campaign Makes Invisible Informal Care Visible

State Secretary Pouw-Verweij (Health, Welfare and Sport): “Informal caregivers are invaluable. But the pressure on informal caregivers is increasing, and we are well aware of that. This demands something from us as a government. We must prevent overload, support informal caregivers as well as possible, and make combining care with work easier. But also family members, friends, employers, and healthcare providers can be part of keeping that oh-so-important informal caregiver going. Appreciation, especially from that side, is incredibly meaningful. That is central to this campaign.”

Informal caregivers provide care out of love and involvement, not because they have to. But that does not mean it always goes smoothly. Informal care comes on top of other responsibilities and can be physically and mentally demanding. Yet informal caregivers themselves rarely ask for help or appreciation. That is why it is so important that their social environment shows that they see, appreciate, and support them.

The core message of the campaign is that appreciation for informal caregivers does not have to be grand or complicated. A little support – practical, emotional, or mental – already makes a world of difference. Think of doing the groceries once, watching the children, bringing a meal, or simply offering a listening ear. With such small gestures, you make them feel: you are not alone.

The campaign centers on 6 informal caregivers, each with their own story, questions, and emotions. For example, attention is given to a single mother providing intensive care, a daughter caring for her mother in an early stage of Alzheimer’s, a young informal caregiver combining school with caring for his little brother, and a partner trying to balance work and informal care. Their stories show how diverse informal care is – but also how important recognition and appreciation are.

Through online videos, social media, and campaign materials, we get close to the world of informal caregivers and their environment. We invite people to pause and consider who in their neighborhood, family, or circle of friends cares for someone – and what they themselves can do.

With ‘SEE that they are there for someone’, the Ministry of Health, Welfare and Sport wants informal caregivers to feel more seen, supported, and appreciated. The campaign shows how much they mean to the people they care for and to society as a whole. The call to everyone is: look around, recognize informal caregivers in your environment, and show that you see what they do.

Involved stakeholders, organizations, municipalities, and professionals who want to spread the campaign’s message can use a toolkit with communication resources. This includes images, texts, and references to the stories of the 6 informal caregivers. This way, the campaign can be easily shared via local and (online) channels.

The campaign is an initiative of the Ministry of Health, Welfare and Sport, in collaboration with MantelzorgNL, Alzheimer Nederland, JMZ Pro, Sociaal Werk Nederland, Strategic Alliance Young Informal Care, Actiz, Vilans, and Zorgverzekeraars Nederland.

Noise Amsterdam won this project based on a tender, executed it, and remains connected as an agency for the years 2026 and 2027.