The #GoodCare campaign was designed to promote social care career opportunities in Hertfordshire.
The #GoodCare campaign was designed to promote social care career opportunities in Hertfordshire.Read more about it below
Promoting social care opportunities.
Hertfordshire County Council asked us to help them encourage more local people to consider a career in care. With many job opportunities unfilled in several caring positions across the county, the council were keen to promote the profession.
What we did
We discovered through research and talking to people in caring roles that the perception of a 'caring' job was low paid and dirty and not a role anyone could do. We also discovered that many people admired people in caring roles.
We wanted to reposition and reframe the way people see caring roles. We were keen to promote aspects of the job that might be overlooked initially, such as the rewards and prospects. Many people didn't feel that there were development opportunities and talking to many people in a caring role, the feeling of contentment and personal satisfaction is often overlooked.
We segmented our audience and targeted messages at difference audiences including retirees, students, graduates and parents looking for flexible working. We created three concepts and worked with the client and target audience to select one that resonated with the target audience.
We used real photographs of people working in a caring profession, making them the face of the campaign and the face of the profession. The campaign featured online and offline. Social media was used to bring people to the council website where they could view opportunities. A toolkit was designed for stakeholders which included key messages, signposting activities and downloadable resources. The hashtag #goodcare was used across social media to promote opportunities and promote social care as a career choice leading to hundreds of comments, likes and retweets.