UWV Shifts Perception: From Benefit Provider to Service Provider
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UWV transformed its image from a welfare distributor to a service provider that supports individuals in work and income-related challenges. The campaign focused on authentic stories to highlight the broader societal impact, emphasizing that helping one person also benefits their family and colleagues. By shifting perceptions, UWV reinforced its commitment to inclusivity and societal participation. The strategy successfully broadened associations, showcasing how supporting employment leads to collective progress. The core message, ‘UWV works for all of us,’ became a powerful symbol of this transformation.
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Case study originally published by iO Digital:
March, 2024
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Added to Agency Inside:
February 28, 2026
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