In 2000, the advertising agency Stategyminds was founded in Sittard. The Green Cross (Groene Kruis) was no more and was renamed home care. But that wasn’t the only change. Home care also suddenly faced the realities of the free market. Reluctantly, they started asking advertising agencies to help them establish their identities and market positioning. We were closely involved right from the start, at the centre of the former Green Cross. And thus, care communication became our core business in the broadest sense of the term. Over the years, our strategy has changed. Care institutes now only account for 35% of our business, but we still feel a strong connection to this sector. One of our clients is De Zorggroep in Venlo. With 8000 employees, it is the largest healthcare institution in the south of the Netherlands.