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Introducing the Biggest Enterprise of The Netherlands

Problem

In the current Dutch ‘participation society’, the government expects its citizens to do unpaid work (as a caregiver, volunteer or parent) next to a (fulltime) paid job. Combining both is hard and leads to an increase in the mental load and pressure of those who take care. Even though we all find good care important, our society doesn’t value unpaid work the same way as paid work. Not only in terms of money, but also emotionally. How do we ask Dutch governments, companies and everyone else to revalue unpaid work on salary, esteem, and services?

Solution

Making unpaid work as important as paid work. All unpaid tasks together form ‘The Biggest Enterprise of The Netherlands’. 9,2 billion employees to be precise – more than half of all inhabitants – and bigger than Shell, ING and Heineken altogether.

Creative

The Biggest Enterprise is an empowering movement that will be in charge of many more specific campaigns in the next years. A corporate, formal tone of voice reflects our new, serious approach of unpaid work. In images, the three biggest groups of unpaid workers – volunteers, caregivers, and parents – are portrayed in a stately, proud business-like way. Problems are mentioned in numbers and facts. 

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