Social care
GoodOaks Homecare
We launched You Are Not Alone — a national campaign for unpaid carers — placing it simultaneously in The Independent, 40+ regional newspapers via the Press Association, and directly in front of MPs who sponsored the Carer's Leave Act.
An award-winning homecare provider with 22 franchises across England, offering live-in and visiting care services.
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The brief
GoodOaks appointed Bridgehead to launch and promote its You Are Not Alone campaign — a national initiative designed to support and champion the UK's 10+ million unpaid carers — timed to coincide with the introduction of the Carer's Leave Act.
What they needed
Raise national awareness of the challenges unpaid carers face across England.
Position GoodOaks as a leading national voice in adult social care.
Drive engagement with a new online resource hub and helpline.
Leverage the Carer's Leave Act as a timely policy hook.
The approach
A research-led PR strategy built around an independent survey of 1,000 unpaid carers — timed to the Carer's Leave Act, exclusive to the Press Association, and supported by parliamentary engagement with the Act's sponsors.
Press Association exclusive
Offering the findings as an exclusive to the Press Association ensured simultaneous national and regional distribution on launch day — reaching 40+ titles at once and giving GoodOaks coverage scale it couldn't have achieved individually.
Regional franchise activation
We issued localised press materials incorporating regional polling data across all 22 franchise territories — ensuring that local homecare teams benefited from the same visibility as head office.
Parliamentary engagement
We secured commentary and interview opportunities with Wendy Chamberlain MP (sponsor of the Carer's Leave Act), Baroness Andrews and Baroness Pitkeathley (Founder of Carers UK) — elevating GoodOaks into the national policy conversation.
The thought leadership
You Are Not AloneThe State of Unpaid Caring in England
An independent survey of 1,000 unpaid carers across England, with a foreword from Rt Hon Damian Green MP — then Chair of the Adult Social Care APPG. Released as an exclusive to the Press Association, it drove national newswire distribution on the day the Carer's Leave Act came into force.
unpaid carers surveyed independently across England
felt unable to meet their own basic wellbeing needs
understood their new entitlements under the Carer's Leave Act
report with foreword from Rt Hon Damian Green MP, then Chair of the Adult Social Care APPG
senior parliamentarians gave exclusive comment: Wendy Chamberlain MP, Baroness Andrews, Baroness Pitkeathley
regional newspapers ran the story via PA on launch day
The results
pieces of national, regional and trade coverage
unique views
regional titles via Press Association
Coverage over time
Coverage peaked sharply on launch day — PA syndication firing simultaneously across 40+ titles — before sustained trade and regional coverage followed (59 pieces total).
The coverage
70M+ monthly readers
Social Care
Millions of unpaid carers unaware of new rights under Carer's Leave Act
The Independent · 2024
40+ regional syndications
Carers
Unpaid leave a 'huge step forward' — but most carers don't know they're entitled
Yahoo! News via Press Association · 2024
4M+ daily readers
Social Care
Over half of unpaid carers cannot meet their own wellbeing needs, survey finds
Daily Express · 2024 (print edition)
25k+ homecare sector professionals
Homecare
GoodOaks report presents uneasy findings for politicians as the Carer's Leave Act arrives
Home Care Insight · 2024
Local
Survey finds local unpaid carers struggling to meet their own basic needs
Dorset Echo · 2024 (via PA)
The breakthrough
A PA exclusive that reached 40+ regional newspapers simultaneously on launch day.
By offering the report as an exclusive to the Press Association, we ensured GoodOaks' story fired simultaneously across 40+ regional titles — in the same news cycle as The Independent, Yahoo! News and the print edition of the Daily Express. One embargo, one morning, national and regional reach at scale.
Seen in
The impact
59 pieces and 486k unique views from a single campaign launch.
PA exclusive generating simultaneous coverage in 40+ regional newspapers.
Parliamentary engagement with Carer's Leave Act sponsors positioning GoodOaks in the policy conversation.
28-page report with foreword from Rt Hon Damian Green MP establishing long-term credibility.
The outcome
59 pieces, 486,000 views, 40+ PA syndications — and GoodOaks positioned not just as a care provider but as the national voice on unpaid carers.
