VWS

Turning Public Conversations into Constructive Dialogue

GUIDING A NATIONAL CONVERSATION ON HEALTHY AGEING

For VWS, the Dutch Ministry of Health, Welfare and Sport (VWS), community management plays a crucial role in supporting a national campaign around topics that affect everyone: ageing, care and the future of living.

COMMUNITY MANAGEMENT

For the national campaign Praat vandaag over morgen, VWS wanted to spark conversation around healthy ageing, housing, care and living well later in life. Not exactly light scroll content.

The challenge was guiding the conversation in the right direction. Because when topics are personal, timelines can shift fast from discussion to frustration.

FROM MODERATION TO CONVERSATION MANAGEMENT

The strategy focused on active community guidance across Instagram, Facebook and X.

No copy-paste responses or corporate language, but real interaction that keeps conversations constructive, informative and accessible.

We managed daily community moderation between 08:30 and 17:00, handling large volumes of comments, questions and discussions in real time.

That included:

Continuous monitoring across all social channels
Fast and clear responses to public questions
Active moderation of sensitive discussions
Consistent tone of voice across platforms
Early detection of misinformation and recurring concerns

Because on campaigns like these, the comment section is the campaign.

COMMUNITY MANAGEMENT AS A TRUST LAYER

Instead of treating engagement as customer service, the approach positioned community management as a strategic trust layer.

Questions were answered quickly, misinformation was corrected early and users were guided towards the right resources and campaign tools.

In this way, institutional communication became less of a one-way conversation and more of a space for public dialogue.

RESULTS

Daily moderation across Instagram, Facebook and X
Early detection and correction of misinformation
Increased engagement around key campaign themes
Clearer insight into recurring public concerns and questions
Users actively guided towards campaign resources and support tools

SO WHAT?

Most brands and organisations still see community management as reactive work, but in sensitive public conversations, the response shapes the perception. For VWS, community management became part of the campaign strategy itself.

An example of why we believe in going beyond just managing comments, but guiding conversations that matter.