FPS Public Health – Be.well.pro: More than just a survey

The Belgian healthcare system is under pressure. More than 1 million professionals work every day in a demanding environment where mental resilience and well-being are crucial. To develop better policies, the FPS Public Health, together with Sciensano and all regional governments, launched the Be.well.pro survey. But how do you motivate such a large, overloaded target group to participate?
Klant
FOD Volksgezondheid
Sector
Overheid
Tags
Grafisch ontwerp
Social media campagne
Campaign visual for Be.well.pro, including the Well-being Compass, Giovanni the mascot, and NFC brochure.

Approach

Umbau transformed the survey into the Well-being Compass: not just a dry questionnaire, but a positive, action-oriented tool that actually benefits healthcare professionals. We developed a strong visual identity, complete with a striking logo and a recognizable purple color that conveys trust and calm.

To make the campaign more personal and accessible, we introduced Giovanni, a friendly mascot symbolizing hope and energy. We also brought innovation to government communication by launching an NFC-enabled brochure, allowing care providers to access the Well-being Compass with a simple tap of their smartphone.

By using a smart omnichannel strategy, we reached professionals at the right moments while minimizing the burden on their already packed schedules.

Results

Be.well.pro grew into a unique collaborative project in which, for the first time, all Belgian ministers of health supported a single initiative. The impact was enormous: 550,000 professionals reached in just three weeks, providing valuable insights to help shape future well-being policies. Employers and sector organizations adopted the tools, giving the campaign lasting influence.

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Where Umbau made the difference

With lightning-fast turnaround times - sometimes within the hour - we ensured flawless execution in a complex stakeholder environment. Our human-centered approach turned Be.well.pro into more than just a survey: it became a movement with real impact. Through creative innovations like Giovanni and the NFC brochure, we boosted engagement, set new standards in public communication, and reached the target of 20,000 respondents in just two weeks.

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