In the coming years, there will be more elderly people, but rel- atively fewer to carry out the care and nursing tasks. Therefore, there is a need to recruit and retain employees in the social and healthcare professions. According to a report from VIVE, infor- mation and a more nuanced portrayal of the professions can strengthen this, as there is a significant degree of ignorance and prejudice about them. The campaign has been created in col- laboration with a broad group of different parties, including KL, FOA, Danske SOSU-skoler, Danske Regioner, Social- og Ældreministeriet og Sundhedsstyrelsen. All have had the common goal of strengthening recruitment to both the education programs and the professions. The campaign targets potential applicants to social and healthcare education programs, as well as those who influence others’ educational choices, ranging from career counselors and teachers to parents and friends.