Collateral produced – 16 page guide – for public, health professionals and media
Media reach – 20.5 million
National news front page – 1
Ending the agony of ‘putting granny in a home’
The Live-in Care Hub is a non-profit coalition of live-in care providers, which briefed The View to raise awareness of ‘live-in’ as an alternative to residential care (97% of people don’t want to go into a care home). It’s still a little-known option.
The challenge? Journalists don’t want to write about elderly care unless it’s bad news – and families don’t consider it until they’re at crisis point.
We developed a campaign to educate people, in an intelligent and thought provoking way. We researched and created an authoritative report – No Place Like Home. It covered all the ‘need to know’ basics of live-in care, plus evidence of its health and quality of life benefits. We also commissioned nationwide research into thoughts on care to gain an external perspective and help inform our strategy.
The research proved our hypothesis; that dementia has overtaken cancer as the UK’s most feared illness. This proved to be our knockout news hook as, for people living with dementia, familiarity of surroundings, with possessions and even pets nearby is hugely beneficial, so live-in care is a wonderful solution. With dementia already on the media agenda, the report’s research grabbed press attention. Katherine Murphy, the influential CEO of The Patients Association provided independent, highly credible supporting comment.
Coverage was achieved across national publications, including the Daily Express (front page), The Times, Daily Mail and The Sun as well as legions of radio stations throughout the UK.
Using case studies, specific messaging and a ‘like-me’ element to reinforce Believability™, the campaign made a big impact with both news editors and consumers. In addition, Katherine is supremely trustworthy and an excellent fit for the brand – further factors in ensuring Believability™.
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