Case Study

Kent Care – RMA Winner 2022

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Film

Applications

300+

Cost per click

£0.93

Highlights

How we repositioned care homes as places full of life, love, and laughter.

  • 1
    A simple overarching message: Just because someone is in a care home, doesn’t mean they can’t experience life to the fullest.
  • 2
    An award winning film: Depicting everyday moments with passion and vibrancy.
  • 3
    Misconception debunked: we effectively targeted a younger audience and changed their ideas about why adult care is so important.

Challenge

Kent County Council needed to recruit around 100 adult care workers in a time where care worker recruitment was experiencing a global crisis.

  • 1
    Because of the extremely sensitive nature of the work carers do, we needed to not only bring to life the fact that care touches every single one of us at some point in our lives but we needed to do justice to this, aptly name, more care profession.
  • 2
    How do you ensure you represent the variety and diversity of care receivers and their families.
  • 3
    And we needed to do this only using film.

Solution

How we collaborated

  • 1
    Our Employer Brand and Insight Team unveiled a world of misconceptions around adult care. And the stories that came out of their research were intensely emotional and honest about the highs and lows of a truly vibrant profession.
  • 2
    Our Creative Team conceived of and diligently storyboarded a film that had the capacity to show real people telling real stories. Staying as far away from the archetypal care home recruitment ad allowed us to experiment with visual styles with energy and excitement.
  • 3
    Our Media Team leveraged an opportunity to use one single media source and effectively target our desired demographic to achieve the results

What we delivered

01

A film that surpassed all expectations. The script spoke to kindness, compassion, and empathy, spotlighting career progression and depicting everyday moment with passion and vibrancy. Our overarching message was simple: just because someone is in a care home, doesn’t mean they can’t experience life to the fullest.

02

A new perspective on a previously misconceived industry. The film went out to a generation of young people unaware that care was a viable career for them. It successfully repositioned adult social care across Kent as a vibrant, vital, and emotive industry.

03

We brought to life a humble, overlooked profession and proved how indispensable it is.

01

A film that surpassed all expectations. The script spoke to kindness, compassion, and empathy, spotlighting career progression and depicting everyday moment with passion and vibrancy. Our overarching message was simple: just because someone is in a care home, doesn’t mean they can’t experience life to the fullest.

03

We brought to life a humble, overlooked profession and proved how indispensable it is.

02

A new perspective on a previously misconceived industry. The film went out to a generation of young people unaware that care was a viable career for them. It successfully repositioned adult social care across Kent as a vibrant, vital, and emotive industry.

RESULTS

410k+

viewed the film.

185k

watched it in its entirety.

300+

applications.

8.5k

campaign clicks at a cost per click of £0.93.

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