The campaign concept was designed to attract new care workers, re-engage former ones, and support employee retention. Following our research and brainstorming sessions, we developed the “Who Cares?” concept, playing on the double entendre to emphasise the commitment of care staff.

To create authentic campaign materials, we featured actual care workers rather than using stock images. Local care provider Wessex Care generously granted us access to their staff for photos and interviews, which became the cornerstone of the campaign.

Advertising targeted Wiltshire through print publications like Salisbury Journal and Western Daily Press, with varied content to avoid advert fatigue. The campaign also gained PR coverage. 

Video content showcased different care roles and thanked staff, featuring providers like Candlelight Care and The Order of St John Care Trust. View the video content here.

Organic social media presence was established on Facebook, Instagram, LinkedIn, and YouTube, with a monthly plan to maintain campaign momentum. Social media ads targeted the demographic effectively. 

We have created an in depth case study to showcase all of the work completed, which can be seen here.