Ministry of Solidarity-Based Future
Long-term care: how we explained the biggest social care reform in four minutes
Visual identity, an advertising plan, an animated video story and texts for a reform that touches every family
- Client
- Ministry of Solidarity-Based Future
- Year
- 2024
The Long-Term Care Act is the biggest social care reform in Slovenia in the last 30 years. It brings new rights, new services and a new way of funding them, all introduced step by step. For the Ministry of Solidarity-Based Future we designed a campaign that brings the reform closer to the people who will need it: from the visual identity and advertising plan to an animated video story, articles and leaflets.
In numbers
- 163,000+
- Views of the animated video story on YouTube.
- 10
- Key changes in the law, explained without official jargon.
- 4
- Minutes in which the video story explains the whole long-term care system.
The challenge
The reform is big and the law is complex. People need to learn about the entry points at social work centres, home help and e-care, the new right to a family carer, and the fact that services are now paid for by solidarity-based public insurance, with users paying only for accommodation. None of this happens at once, as the rights are introduced step by step.
Our task was to strip the reform of red tape. The campaign speaks to everyone over 18, and above all to the people who will need care and to their families.
A sign for care without end
The campaign got an identity of its own, separate from the usual look of the ministries, so it would not come across as yet another official letter. The sign shows a carer and the person in their care, together and safe. An arm forms the infinity sign, which stands for care that lasts.
The logo appears in every piece of long-term care communication, so people know the content is verified and official.
The campaign slogan
A safe old age for everyone.
Three colours, three pillars of care
-
Violet: staying independent
Calm and peace. A colour linked to good mental health, which matters all the more in long-term care.
-
Orange: care in an institution
Energy and warmth. A lively setting with a rich social life, where contact and activity are key.
-
Blue: care at home
Reliability. A sense of safety and trust, essential to the bond between carers and the people they look after.
For the typeface we chose Sofia Sans. Its large x-height and clear figures make it legible for people with weaker eyesight, which is essential for a campaign that speaks to older people.
Four minutes instead of a law
At the heart of the campaign is an animated video story that explains the long-term care system in plain language in four minutes: from the entry point at the social work centre to care at home, services for staying independent and care in an institution. The illustrations are simple and the colours follow the three pillars of care, so viewers always know what is being discussed.
Alongside it we made shorter animated information videos, designed to work without sound as well, for example in health centre waiting rooms.
The advertising plan
-
March–July 2024
The short-term campaign
The video story on YouTube is the base. Around it: an in-depth article for ministry and NGO websites, Facebook and Instagram profiles, media appearances, and ads on Meta and Google that invite people to watch the video.
-
April 2024
The visual identity
The sign, colours, typeface and guidelines for use.
-
16 July 2024
The video story on YouTube
Published on the Dolgotrajna oskrba channel. The Ministry also embeds the video on its long-term care page.
-
July 2024–December 2025
Long-term advertising
A dedicated website takes over as the central point and opens the way to wider advertising: print, leaflets, public transport, digital screens and work with influencers. We prepared the materials for this stage.
Texts people understand
For the Ministry we wrote news on the roll-out of long-term care, in-depth articles and PR articles. The leaflets explain each right in one place: what it brings, who can claim it, how and where.
What we made
- Advertising plan
- Timeline for buying advertising space
- News on the roll-out of long-term care
- In-depth and PR articles
- Visual identity for long-term care
- Campaign look
- Animated video story on the long-term care system
- Shorter animated information videos
- Leaflets
The result
Since July 2024 the video story has passed 163,000 views on YouTube, and it is embedded on the Ministry's long-term care page. The sign we designed carries the reform's communication from leaflets to the web.
Where this project sits in our matrix
We work across all of these layers, and any combination is possible.
- Who we worked for
- Executive leadershipCorporate communicationsHRMarketingPublic sector
- Project scope
- Small brand storyAlways-on communicationBig brand story (a full campaign)
- What we improved
- ProcessesRelationshipsContent
- How we approached it
- StrategicallyDigitally, with AICreativelyIn an advisory role
- How long?
- Short-term (up to 3 months)Mid-term (3–12 months)Long-term (a year or more)
- What we created
- DocumentsPresentationsVisual identitiesDesignWebsitesSocial mediaCopywritingPhotographyVideo storiesAnimationsPodcastsEventsWorkshops