While drafting the COVID-19 vaccination strategy at the end of 2020 and beginning of 2021, the complexity of the Flemish labyrinth became painfully clear. This was pointed out by Callebaut Collective Co-founder Jan Callebaut in an opinion article for the newspaper De Morgen. In this article, he pleads for more order within the Flemish chaos and indicates that Flanders needs governance on a human scale. More precisely, Flanders could benefit from an ‘Act-Human’ approach.

If we take a step back, we can recommend an ‘Act Human’ approach in the response to the COVID-19 pandemic in Belgium. Asynchronous communication which is based on a broad human ideal and which distinguishes diverse sectors, age groups, communities… could enlarge the base of support for the population. Through multiple alliances with experts, in for example quarantine, we can even optimize the COVID-19 response. This in turn can result into the ultimate goal of transitioning from a passive society to a collaborative constructive society with a strong sense of individual responsibility.

However, there seems to be a shortage of human activation within the Belgian approach to the COVID-19 pandemic. Nonetheless, with some goodwill the federal, regional and municipal staff members can evolve into Human Activators.

Interested in more information on the ‘Act Human’ marketing approach? Contact us or learn more here.

The article ‘Rapid vaccination is quite challenging in the Flemish labyrinth’ was was originally written in Dutch and published in the Belgian newspaper De Morgen. You can read the full article in Dutch here.