Samana, previously known as Ziekenzorg, needed a campaign image to underpin the national Day of the Chronically ill. This year, the campaign focused on chronically ill people who volunteer to help their peers. The idea was to portray these volunteers as superheroes, in a dignified manner. The photoshoot took place at the first sunny day of spring. The campaign image, created by Untold, is now used online and offline – on Samana’s website, flyers and posters.

Wim Demessemaekers