UWV: From welfare distributor to human-centric service provider

Changing perceptions and transforming reputation

When UWV assists someone towards employment, it’s not only that person who is affected. It also influences, for instance, their immediate environment, the employer, and of course, the colleagues. This way, UWV’s impact extends beyond the individual. And that was precisely the message that UWV intended to emphasize with a new communication strategy.

UWV wanted to show that it’s not just focused on managing processes and providing benefits, but also on comprehending and aiding the unique needs and circumstances of individuals. The challenge, therefore, was to shift the perception, improve the reputation, and broaden the associations around UWV: from a process-focused ‘benefit provider’ to a service provider in the field of work and income. All with a people-centred approach.

Challenge

Changing perceptions and transforming the reputation of UWV.

Solution

A communication strategy incorporating real stories to exhibit the positive impact of UWV.

About UWV

UWV (the Employee Insurance Agency) is the Dutch government institution responsible for implementing employee insurance policies such as WW, WAO, WIA, the Sickness Benefits Act, along with Wajong, the Supplementary Benefits Act, and the WAZ.

Learn more about UWV

UWV works for all of us: the effect of authentic stories

The central theme of this communication strategy was that the impact of UWV extends beyond the individual. The foundation was the promise: when someone works and participates, it touches multiple people. It essentially creates a positive ripple effect. We translated this into the pay-off: 'UWV works for all of us'. We demonstrated this through real stories, from real people.

The campaign was carried out in several stages, through various media channels. It ranged from radio ads to online video ads, to numerous banners and social media updates. We chose to highlight a single typical story from multiple viewpoints, thereby illustrating how the UWV's impact 'ripples out' to others.

Not just externally, but also within UWV, the campaign was given attention. We circulated 'behind-the-scenes' narratives and urged staff to contemplate how they could incorporate more 'human dimension' into their daily work activities.

Some of the services we used

Success with reach, reputation, and association

The success of the campaign was measured in various ways. The aim was to appear in the timeline of as many Dutch people as possible and make the message visible (repeatedly).

We looked, among other things, at the cumulative reach of all expressions, which achieved a large reach. There was an improvement in the reputation of UWV, as well as a broadening of the associations linked to the brand. This could be deduced from the reach of the campaign, an improvement in the reputation score, and from the periodic Stakeholder Watch.

Through real stories, we have shown that UWV works for all of us, and that its efforts create a positive ripple in society.