CM

That’s the question CM (and we) took to heart. With the renewed CM-Groeibudget, CM offers financial support and lots of extra benefits for young families. A helping hand at the moment when everything changes. But how do you bring that to life in a way that feels relevant and recognisable?

Many parents know their health fund supports them in those first weeks as brand-new mums or dads. But 1,000 days? That’s new. CM didn’t just want to inform, it wanted to move, genuinely empathise and position its CM-Groeibudget in the market.

We wanted to turn a practical scheme into a human story. A story that young families – overwhelmed by impressions, emotions and changes – would not only understand but really feel.

According to the myth, babies are brought by the stork. A playful, universal symbol. But also one that flies off again straight after the birth. Job done. Next. And that is exactly what we didn’t want.

After the birth, parents are often left largely to their own devices. So what if the stork stayed? Not as a hero, but as a quiet, caring presence. One that, just like the CM-Groeibudget, helps young parents keep their heads up.

In the TV commercial, we follow a couple during the first 1,000 days after their child’s birth. We see the chaos. The tiredness. The love. The insecurity. But also the small victories. And in the background? The stork. Never loud, just faithfully present. At home. In the garden. By the bedside table. The stork becomes a symbol for the CM-Groeibudget itself: unobtrusive, but indispensable.

The style is warm and recognisable, with a gentle, observing camera. No blown-up drama, but pure moments. A mix of poetry and realism, just like parenthood itself.

Thanks to the CM-Groeibudget, parents get the space to grow themselves. That is the red (or rather green) thread running through the campaign, which lives on TV, on social media, in print, in online video, in CM’s communication to new parents and in the CM Gezondheidspunten.

We didn’t want to explain a scheme or sell a new product. We wanted to offer parents the pat on the back they deserve, real emotional support.

By linking the CM-Groeibudget to the emotional reality of young parents, we create understanding and empathy, especially in those crucial first 1,000 days. Because support doesn’t start with paperwork. It starts with being seen and understood. That way, CM becomes both recognisable and relevant as a partner in every phase of life. Not only in medical care, but also in the big, invisible transitions parents go through.

CM is convinced that good care starts with being close. With this campaign, we make that more visible and tangible than ever. From children’s joy to parents’ doubts, from sleepless nights to first steps, from caring for your child to learning to care for yourself. The CM-Groeibudget isn’t just money. It’s a big-hearted gesture that says: you don’t have to do this on your own. Because growing is something we do together.