SUCCESFULL CAMPAIGN ‘OPEN ARMS’ CONTINUED DUE TO SUCCESS 23.02.2012

The national campaign ‘Open Arms’, first launched in 2010, is being re-launched due to success. The campaign features lead roles for characters by NMTrix.

‘Open Arms’ is an image campaign aimed at working in nursing- and rest homes, home care and maternity care. The sector is mainly hoping to appeal to students of the VMBO (preparatory secondary vocational education) and lateral-entrants. The sector dearly needs such employees due to the dejuvenation and ageing of the staff and an ever ageing population in general. 

The campaign is an initiative by A+O VVT, an organisation involved in the labour market and training policies in the nursing-, rest home and home care sector, and is being executed by Maximum, which in turn called in NMTrix. The first phase of the campaign in 2010 was a huge success: it reached over a third of the determined target groups and the campaign (message and characters) were very well received. It is because of this success that it has been decided to build out the campaign along the same lines and re-launch it. 

On the ‘Open Arms’ website four animated characters each introduce a part of the sector. The site also includes links to information regarding work and education. The campaign also makes use of online media such as banners and video mailings. In addition to this, posters will be put up at all VMBO schools. Those same posters are currently on billboards at a large number of train stations. In addition, the characters are brought to life using social media, allowing you to talk, or pose a question to Uncle Bert, Constance van Aerdenne, Auntie Lenie or Little Brian on Hyves, Twitter and Facebook.