The Live-in Care Hub: The tragedy of elderly people parted from their pets


  • Radio stations reached – 172

  • Third party endorser – Dame Esther Rantzen
  • Media reach – 49.25 million

Highlighting the option of live-in care for the elderly

The Live-in Care Hub is a non-profit coalition of live-in care providers who aim to raise the awareness of this alternative to residential care. The View was tasked to create a campaign that grabbed attention and engaged emotions.

We had a hunch that one of the most devastating wrenches facing people moving into institutional care is that they invariably have to get rid of their much-loved pets. One of the major benefits of ‘live-in’ is that they can stay at home with their animals.  We wondered what was happening.

Working with animal charities and commissioning nationwide research, we found that over TWO MILLION Brits know an elderly person forced to put their pet to sleep when moving into care.

We devised a high impact media campaign in support of live-in as a viable option.  Our radio push featured Dame Esther Rantzen, the renowned broadcaster, founder of the Silver Line charity (which supports the elderly) and animal lover.  As well as extraordinary levels of broadcast pick-up, we generated significant online chatter from social care commentators and influential animal lovers such as fashion designer and musician Brix Smith Start and former Bond girl, Britt Ekland.

We were even invited to a reception at the House of Lords to showcase The Live in Care Hub.  The evening celebrated the symbiotic relationship between the elderly and their pets.



Diving into one of the most emotive issues facing elderly people, the message was vivid and specific and related to real life occurrences.   With a supremely trustworthy messenger praising live-in care in interviews, Believability™ was increased even further.