Awareness campaign that gives social work a face
For World Social Work Day 2026, we joined forces with the Department of Care to give social workers the spotlight they deserve. No abstract numbers — real people with real stories.
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Social workers are indispensable, yet they often operate behind the scenes. Their impact is immense, their visibility minimal. The Department of Care wanted to change that: social work needed a face. Together, we created an awareness campaign that doesn’t broadcast, but touches. The result? Six authentic portraits that inspire colleagues, inform policymakers, and raise public awareness of the power of social work in Flanders.
Government awareness campaign with societal impact
From concept to video, photography and design: fully produced by iO
Authentic storytelling based on real encounters
Cross‑channel content for social media, print and events
#sterksociaalwerk as a recognisable red thread
Evergreen materials, usable long after World Social Work Day
Building visibility together for those who make a difference
The Department of Care is the Flemish government body responsible for shaping and implementing welfare and health policy. With initiatives such as Sterk Sociaal Werk, they focus on the professionalisation and recognition of social workers in Flanders.
For this awareness campaign, we were more than a supplier — we were a creative partner. From the first strategic conversation to the final edit, we worked side by side. Our studio visited workplaces, joined conversations, and listened to social workers’ stories. That closeness made all the difference. We’re happy to continue thinking along about how to keep the sector visible in the future.
Challenge
How do you bring a profession that usually works behind the scenes into full view? How do you ensure thousands of social workers feel recognised and proud — and that Flanders sees the impact they make?
Solution
We placed the people — and one key number about their work — at the centre. By speaking with social workers and gathering their stories, depth and authenticity became the driving force. No distant campaign, but real portraits that stay with you.
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Why an awareness campaign for the government was urgent
Social workers support people in detention, guide young people at risk of dropping out of school, and stand beside families in vulnerable situations. Their work is impactful, yet rarely visible. While other sectors struggle with staff shortages and image issues, social work remained under the radar. The Department of Care recognised the urgency: without recognition, no new talent; without pride, no retention. World Social Work Day offered the perfect moment to change that.
Real stories as the foundation of the campaign
An effective awareness campaign doesn’t start with a message — it starts with the people who embody that message. That’s why we deliberately avoided actors or stock images. Our studio went to the workplace: schools, prisons, support centres. We spoke with social workers about their motivations, their pride, and their daily reality. Those conversations became the foundation for everything that followed.
The result: six video interviews in which social workers speak openly. Priscilla, who supports 247 pupils to prevent school dropout. Lieze, who helps 224 people in detention towards administrative independence. No scripts, no marketing language. Just real people explaining why their work matters.
From story to visual identity
Each portrait received its own visual translation. The studio developed a consistent visual language: powerful portraits, recognisable typography, and a colour palette combining warmth and professionalism. The number became a central element — not as a cold statistic, but as a gateway to a personal story. “247 pupils I support so they don’t drop out of school” — the number draws attention, the story behind it moves you.
We translated this visual line into posters, social headers, Instagram Stories and YouTube teasers. The same recognisability everywhere, the same warmth everywhere.
Cross‑channel content that works everywhere
A government awareness campaign that lives on only one channel reaches only part of the audience. That’s why we created content that works seamlessly on Facebook, Instagram, YouTube and in physical spaces. Short teasers for social media, longer videos for deeper engagement, print‑ready posters for offices and classrooms. The hashtag #sterksociaalwerk ties everything together and makes the campaign shareable and searchable.
Importantly: the materials weren’t created solely for World Social Work Day. The Department of Care can use the content year‑round for recruitment, events and awareness initiatives — ensuring long‑term value.
Creativity with societal impact
This case shows what’s possible when creativity and societal relevance come together. The campaign doesn’t just inform — it inspires. Social workers feel seen and appreciated. Students and career‑switchers get a realistic and appealing picture of the profession. And the wider public gains a clearer understanding of what social work truly entails.
That is the power of a well‑crafted awareness campaign: not broadcasting, but connecting. Not convincing, but moving.
Stories that stay with you, impact that keeps growing
The campaign gave social work a face — literally. For the first time, thousands of people in Flanders saw the individuals behind the support services. Not as anonymous officials, but as dedicated professionals with personal stories.
For social workers themselves, the campaign delivered something perhaps even more important: recognition. The reactions on social media said it all — colleagues shared the content, tagged each other, and expressed their pride.
The materials remain available and usable, ensuring the conversation about the power of social work continues beyond 17 March. The Department of Care now has a content foundation they can expand, reuse and update. Together, we’re exploring how to grow that foundation further.
What we did
Creation & content
Brand, business & experience design
Marketing programmes & campaigns
Want to harness the power of real stories for your organisation?
A strong awareness campaign starts with people who dare to speak. We help you find those stories — and tell them.