Client – Genees-Kunst



Patients with a long illness feel separated from society and become isolated. Foundation Genees-Kunst asked Branding A Better World to develop a concept that takes patients online into the world of art, which allows them to escape the hustle and bustle of the day. Our solution: Uitje Bed.



We developed the concept and initiative “Uitje Bed”, by which we brought art to the hospital bed of the patient. To realize the initiative, we involved Nederlands Dans Theater and pharmaceutical company Novartis as collaborating parties. The result: a unique, interactive live dance performance by Nederlands Dans Theater that patients could attend from their hospital bed on their laptop or telephone. Afterwards they could take a look behind the scenes of the dance company and were virtually taken to the costume studio, the technique and were introduced to the choreographer and dancers.


In this way we broke through the feeling of isolation of these seriously ill people and contributed to increasing their quality of life.



A live digital dance performance that more than 120 patients in 26 Dutch hospitals enjoyed from their hospital beds. A brand movie with 2 of the patients, a flyer, social media content and many positive reactions to the initiative.

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Campaign video