Aafje is an elderly care organization offering a wide range of care solutions in Rotterdam and surrounding areas.

Elderly care faces many challenges, including staff shortages and a negative image. To tackle these challenges, Aafje is always looking for new ways to provide the best care. So they chose a bold approach: putting employees first. In a 'customer-is-king' world, that's a brave positioning.

But how do you make sure potential employees know this? And what does it actually mean? Aafje asked me to help them bring their promise to life through a complete recruitment campaign.

Built around the promise "Aafje flips the script," we created a campaign that turns the elderly care sector upside down, both visually and conceptually. Aafje looks at care differently, resulting in a care job that works for you, instead of the other way around. That might seem like turning the world upside down, but for Aafje, this actually makes perfect sense.

With this campaign, we showcase a different approach. We challenge persistent prejudices by showing them from a new perspective. This way, we don't just provoke, the campaign itself is proof of our promise.