In 2011, Steam came up with the concept: a healthy idea for Maastricht UMC+ (Maastricht University Hospital). The campaign combines examples of health and ideas. These ideas might refer to the working environment or new insights, but they might also be content-based. What they have in common is that they stem from an open culture in which there is room for employees' ideas.
This campaign, which specifically targets nurses, features a number of what are sometimes controversial ideas. We showed three nurses with their healthy idea at MUMC+. The campaign refers directly to the vacancies in professional journals and uses mass media messages to invite nurses to come and join the discussion on the MUMC+’s Facebook page.