Zorgnet-Icuro, the umbrella organisation for Flemish general hospitals and non-profit nursing homes, has launched a new campaign to improve the public image of nursing homes.
The organisation aims to counter the persistent negative perception of nursing homes as undesirable places to live or work. “This does not do justice to the dedication, professionalism, and passion of the many staff members who give their best daily,” a spokesperson remarked.
Zorgnet-Icuro encourages everyone to share positive stories about care using the hashtag #wijwoonzorgenvoorelkaar. This social media initiative invites people to express what "live-in care" means to them, highlighting the role of caregivers, including family members, volunteers, and neighbours, in nursing homes.
The campaign seeks to make the compassionate and human side of care visible and relatable to the wider public. “We aim to raise awareness among the general population about the importance of nurturing and supporting nursing care as engaged citizens,” said Margot Cloet, CEO of Zorgnet-Icuro.
The campaign was officially launched on Thursday morning at the Heilig Hart nursing home in Grimbergen.
