Over 21,000 compliments for household helps during Cleaning Day

A record edition of our annual campaign: with 21,296 personal compliments for household helps, Cleaning Day 2025 has been a huge success. The amount of thank-yous represents an increase of more than 40% compared to last year and even a fifteen-fold increase compared to the first edition in 2017.

A flower, especially for you

The theme for 2025 – A flower, especially for you – emphasises the importance of a sincere, personal token of appreciation. CEO Nico Daenens puts it this way:

Our household helps provide much more than just clean houses. They bring some calm to busy lives, reassurance in vulnerable situations and structure to families who need it. That impact is still too often underestimated.

On 20 June, all household helps received the messages that were directed to them specifically via text messages. In addition, all Group Daenens household helps also received a postcard and a flower via their local office.

A collective moment of gratitude

More than 1 million Belgian families rely on domestic help. Thanks to the efforts of household helps, elderly people can continue to live at home for longer, double-income families can strike a balance and single people can take a breather in their busy lives. Domestic helpers are silent and invaluable forces of nature.

Since its launch in 2017, the Cleaning Day campaign has grown into an annual moment of solidarity and recognition – even outside our organisation. Anyone can leave a message for a household help, even those who do not work at Group Daenens.

Appreciation needs more than words

Although the symbolic campaign means a lot to thousands of household helps, CEO Nico Daenens emphasises that real appreciation must also be reflected in wages and working conditions:

Our campaign provides an important signal, but it is time for social dialogue to yield results. Grand statements or actions are not enough – we must simply continue working until an agreement is reached. That is what our household helps deserve.