‘It’s Not a Job’
Supporting existing recruitment efforts undertaken by home care providers by raising the profile of the sector as a rewarding place to work.
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The mission.
The importance of ‘me-time’ for carers
Three in four carers have admitted to suffering from stress and anxiety due to not having an outlet for support or respite. Through our research as part of the campaign, we ascertained that hidden carers often lack time for themselves and unfortunately the “little things” that can make such a difference – such as a quick catch up with a friend or a sit down with a book - are the first to be sacrificed. ‘We Care for You’ aimed to reinforce the message that carers have an outlet they can reach out to, and that the help and support is there whenever they need it.
The research.
Co-creation with carers
We engaged with people who currently have a caring responsibility for a friend or relative, to find out what resources they would find useful in supporting their role and how this might be presented, so that the resource is valuable and provides the right messaging support to others like them. We conducted telephone and virtual interviews with a sample of carers who had experience of and had received support through various channels. This enabled us to co-create effective resources that would provide reassurance and clear signposting for how they could access vital carer support.
The campaign.
A pocket guide to support me-time
As part of the campaign, we created a pocket guide filled with practical advice for making “me time” a reality, which is available in print and as a downloadable resource via the Carer’s First website. We promoted this using paid advertising, PR activity and print / outdoor advertising, highlighting the fantastic work Carer’s First do and boosting their brand recall in the areas they service.
Over 1 million
campaign impressions
480
pocket guide downloads / requests
8 carers
engaged with co-creation
