News item | 04-02-2026 | 16:25
Informal caregivers deserve to be seen. Everywhere in the Netherlands, people care for a family member, friend or neighbor – often unpaid and on top of work, family and other obligations. Their efforts often remain invisible, while their care greatly relieves the burden on regular care. With the campaign ‘SEE that they ARE there for someone’, the Ministry of Health, Welfare and Sport and MantelzorgNL is drawing attention to this indispensable group.
State Secretary Pouw-Verweij (VWS): “Informal caregivers are of inestimable value. But the pressure on informal caregivers is increasing, we are well aware of that. That requires something from us as a government. We must prevent overload, support informal caregivers as best as possible and make the combination with work easier. But family members, friends, employers and caregivers can also be part of keeping that all-important informal caregiver going. Appreciation, especially from that angle, is extremely meaningful. That is central to this campaign.”
Informal caregivers provide care out of love and commitment, not because they have to. But that doesn’t mean it always happens automatically. Caregiving comes on top of other responsibilities and can be physically and mentally demanding. Yet informal caregivers themselves are not quick to ask for help or appreciation. That is precisely 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 – makes a world of difference. Think about doing the shopping, looking after the children, delivering a meal or just offering a listening ear. With such small gestures you show that you are not alone.
Real stories of six informal caregivers
The campaign focuses on six informal caregivers, each with their own story, questions and emotions. For example, attention is paid to a single mother who provides intensive care, a daughter who cares for her mother with early-stage Alzheimer’s, a young informal caregiver who combines school with caring for his brother, and a partner who tries to balance work and informal care. Their stories show how diverse informal care is – but also how important recognition and appreciation are.
Through online video, social media and campaign materials we get close to the living environment of informal caregivers and their environment. We invite people to consider who is caring for someone in their neighborhood, family or circle of friends – and what they can do themselves.
‘SEEING that they ARE there for someone’
With ‘SEEING that they ARE there for someone’, the Ministry of Health, Welfare and Sport wants informal caregivers to feel more seen, supported and valued. 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 you, recognize informal caregivers in your area and show that you see what they do.
Toolkit for organizations and professionals
Involved stakeholders, organizations, municipalities and professionals who want to convey the message of the campaign can use a toolkit with communication resources. This includes images, texts and references to the stories of the six informal caregivers. This way the campaign can easily be 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, Social Work Netherlands, Strategic Alliance for Young Informal Care, Actiz, Vilans and Zorgverzekeraars Nederland.
Noise Amsterdam won this project based on a tender, carried it out and will remain associated with it as an agency for the years 2026 and 2027.
