Zilveren Kruis

Encouraging Safe Social Media Amongst Gen Z with Snapchat

Every year in the Netherlands, health insurance providers scramble for attention during the country’s regulated switch period. Zilveren Kruis, a leading health insurer with a heart for purpose-driven messaging, wanted to connect with Gen Z through a campaign that felt relevant and socially conscious. Zilveren Kruis set out to address a growing societal concern: the impact of excessive social media use on mental health.

Snapping to It: Full-Screen Focus and Results That Pop

The brand’s “Social Minderen” campaign invited young people to reflect on their digital habits in a way that was relatable, light-hearted, and rooted in real-life experiences. By linking health to broader cultural conversations, Zilveren Kruis positioned itself as a brand that understands the pressures young people face—and actively supports their well-being beyond just insurance.

To break through the noise, the team created a multi-product campaign on Snapchat that spoke Gen Z’s language — quick, visual, mobile-first storytelling. And rather than pushing policy jargon, the company leaned into something Gen Z actually cares about: media mindfulness. The message? Pause. Breathe. Be intentional about your social feed.

Using a mix of engaging, full-screen video formats — including Snap Ads, Commercials, and a First Commercial Takeover — Zilveren Kruis created a campaign that stopped thumbs mid-scroll.

Together, these formats created a "surround sound" effect that made their message hard to miss:

• 6.18M Impressions at a low €4.92 CPM ¹

• +31pt Lift in Ad Awareness (vs. +9pt benchmark) ²

• +5pt Lift in Message Awareness (vs. +2pt benchmark) ²

Zilveren Kruis sparked a conversation Gen Z actually wanted to have, all by showing up where they already are with a message worth hearing. When you lead with purpose and meet Gen Z on their turf, even health insurance can feel like a vibe.