Event sponsor Achmea. Taken from the book “Breakthrough”, special edition for TEDxAmsterdam 2009.
“What are we doing?” or in good Dutch waar zijn we mee bezig? That is the main question that insurer Achmea asks itself and the Dutch society in its most recent campaign. The campaign concentrates around socially relevant questions that many people recognize but are unable to identify as a problem, or even as an issue.
Like working 80 hours a week for example, and not spending time with family, kids or on hobby’s? Why are we doing that? Why do we frustrate our work-life balance in such a way? Or another issue: we all find it extremely important that we get a nice pension after our active working career, yet we fail to even answer the most basic questions on how our pension works. 
We don’t seem to care. Or healthcare. What if modern day nutrition in combination with an increasingly passive lifestyle makes our children more sensitive to obesity? The campaign raises the questions, Achmea facilitates the discussion and in the best possible scenario its insurance brands have solutions or will come up with them. But not in all cases.
According to Achmea identifying the issues and bringing them to the top of our minds, within our society, is something the company feels obliged to do.
Today’s ideas, tomorrow’s reality
Building on its cooperative roots, Achmea feels that its identity is formed on a solid base of solidarity. This also means that we consider it our corporate social responsibility to take care of all our stakeholders, of which our clients are the most important ones. Since almost every Dutch household has an insurance with one of our companies, we consider all Dutch citizens to be our audience. Within the campaign we want to focus on the issues worth discussing; if it results in ideas worth spreading we most certainly will! Getting more customers or selling more policies is not Achmea’s main focus. We want to point out the socially relevant issues and if possible show the world how Achmea deals with them or at least stimulate our self ánd society to search for answers.
Achmea is the largest insurance group in the Dutch market. Achmea is the holding company of brands like Centraal Beheer Achmea, Interpolis, Zilveren Kruis Achmea, Avéro Achmea, Agis en FBTO. The common goal of all insurance companies within Achmea, is to de-stress its clients. Central issues are safety, health, retirement funds, employment and business continuity. To de-stress our customers Achmea positions itself as a company with core values like empathy, renewal and fulfillment. Achmea has 20.000 employees and has nine key locations throughout The Netherlands.
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