The Live-in Care Hub: keeping the elderly with their pets
172 radio interviews
National, regional and pet press coverage, plus extensive social media engagement
Campaign mentioned in The House of Lords
Creating awareness of a pet-friendly form of later life care
Pets can be an emotional lifeline for elderly folk, especially when families don’t live nearby. But when people become frail or unwell, moving them into a residential care or nursing home is often felt to be the only option. But very few of them accept pets. There is an answer though: 24/7 live-in care. It’s all about keeping older people living well, in the comfort of their own home. Both they and their pet are looked after together on a tailored, one-to-one basis, improving their quality of live.
But what of the fate of pets whose owners move into homes? We felt this would not only make a powerful media story, but could also become a key driver in terms of business acquisition for our client, The Live-in Care Hub.
Having liaised extensively with the main animal charities and veterinary organisations, we found no statistics on the scale of the problem existed. So we commissioned a study that revealed two million Brits knew someone who’d had to have their pet put to sleep when they moved into a care home. It was heartbreaking.
It became part of our ongoing work to raise awareness of this little-known form of care.
We mounted a heavyweight editorial radio campaign with Dame Esther Rantzen (Silver Line), who gave her time free as she believes that the human-animal bond, especially with older people, is deeply special and truly enhances lives.
We spun the story out through press too and networked like mad with key opinion formers. The initiative concluded at a special reception at the House of Lords, where the Lord Speaker talked about ‘live-in care: this wonderful new way of keeping the elderly together with their pets”.
Our campaign ranks well on the Believability™ scale. The messages were vivid and specific, they contained real, identifiable individuals; the messenger was credible, trustworthy and had a strong corporate fit. It also made use of word-of-mouth endorsements and numerous other key elements.
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