Health insurers tend to use an authoritative tone when communicating with audiences. While this might work with an older age group, Your Social and Zilveren Kruis believed that younger audiences should be addressed differently. The approach they chose: “We know you are young and that you are not concerned about consequences all the time. This is totally okay, but don’t forget to protect yourself with a good health insurance plan, just in case.” The campaign aimed at a younger target audience uses animated GIFS, showing small accidents, and relevant influencers on a variety of social channels. This approach resulted in a significant increase of business for Zilveren Kruis.