How do you turn social workers into real superheroes? 

philadelphia employee

How do you get people interested in a specialised care function? Hiring healthcare professionals is already one of the biggest labour market challenges at the moment. Let alone if this personnel also has a very specific profile. This made finding Counsellors Difficult to Understand Behaviour a challenge for care provider Philadelphia.

  • Innovative creative concept 

  • A target group with a very specific profile 

  • Generating awareness and traffic 

  • Spike interest in a career direction 

Creativity as entree point for a campaign

Creativity turned out to be the question and the answer. Philadelphia liked the idea of a creative concept that introduces potential colleagues to ‘behaviour that is difficult to understand’ in an innovative way. To raise awareness about the profession, as well as to draw attention to the vacancies. With that specific question in mind, our collaboration kicked off – with the results to show for it. With a creative campaign, iO raised awareness for a job as a Counsellor for Difficult to Understand Behaviour at Philadelphia, resulting in multiple applications.

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Draw attention to the profession and vacancies of Counsellors Difficult to Understand Behaviour.


A creative campaign with colleagues as heroes of the story.

About Philadelphia Zorg

Philadelphia supports the disabled in leading their own lives – all by providing care based on the core values of love, dare and mastery. Every day, they offer over 9,600 clients opportunities to live their own lives. They live at Philadelphia, receive intensive care or outpatient support, pass by at their own leisure or to linger for a while. Over 7,400 employees work together to provide this diverse group the confidence to grow.

The Best Understanders as heroes of the campaign

Working with people with Difficult to Understand Behaviour is not for everyone. Those who do it are incredibly passionate professionals. Therefore, it quickly became clear that they had to at the core of this campaign: the Best Understanders.

The heart of this creative concept is a video that shows the connection between the client and counsellor. After all, that’s what the job is all about.

Youtube thumbnail

Strong online marketing as source of superpowers

The target group, people with training in (mental) healthcare, was accurately targeted through online advertising. This happened via Facebook, Instagram, LinkedIn, YouTube, and with branded content on trade media. In these advertisements, colleagues were portrayed as superheroes, in a matching pop art style.

To better inform potential new Best Listeners about the position, FAQs were distributed answering clear questions about working with Difficult to Understand Behaviour. Additionally, in the action phase, the vacancies were brought to the attention with (re)targeting in a content design developed especially for the campaign.

Generating vacancy traffic was the biggest goal of the campaign. That has been amply achieved. The target group actually applied for the job, a wonderful catch. Just like the fact that the campaign has been extremely well received by the current employees.


Heroic results


impressions among at least 211,770 unique individuals 


clicks to the landing page




weeks campaign duration
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An award-winning project

In 2023, this project won an International Content Marketing Awards - Silver in "Best Inter-Company Engagement".

We couldn't be more proud of this recognition. It's a testament to our intensive collaboration with the client and the right blend of expertise and skills.

More awards that we've won

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