GoodOaks Homecare

The brief was clear: raise awareness of the challenges unpaid carers face, position GoodOaks as a leading voice in adult social care, and drive engagement with a new online resource hub and helpline.

We implemented a research-led PR strategy to generate credible, insight-driven media coverage.

An independent survey of 1,000 unpaid carers across England was commissioned to create a compelling national news hook. Findings, including that over half of carers felt unable to meet their own wellbeing needs and only 12 per cent understood the new Carer’s Leave Act, were developed into a 28-page report, with a foreword from Rt Hon Damian Green MP and at the time Chair of the Adult Social Care All-Party Parliamentary Group.

The report’s release was timed to coincide with the introduction of the Carer’s Leave Act and offered as an exclusive to the Press Association, securing national newswire distribution.

Alongside national outreach, we issued localised press materials incorporating regional polling data to drive relevance across franchise territories, and engaged trade media to reinforce GoodOaks’ sector credibility.

The You Are Not Alone campaign delivered measurable reach, national credibility and meaningful sector influence.

National Reach & Visibility

• 59 pieces of coverage across national, regional and trade media

• 500,000+ unique views

• National coverage in The Independent, Yahoo! News and the print edition of the Daily Express

• Syndication across 40+ regional titles via the Press Association

Securing Press Association distribution ensured the campaign achieved scale rapidly and positioned GoodOaks within trusted national news outlets, significantly elevating brand visibility beyond its traditional footprint.

Regional Franchise Impact

By embedding regional polling data into localised releases, we secured extensive coverage across franchise territories. This ensured that media exposure directly supported local brand recognition and reinforced GoodOaks’ presence within the communities it serves.

The dual national-regional strategy meant that both head office and individual franchisees benefited from the campaign’s visibility.

Sector & Policy Authority

Trade media coverage in Caring Times and Home Care Insight strengthened GoodOaks’ credibility within the professional care sector.

Importantly, the campaign also generated political engagement at Westminster. We secured interviews and commentary opportunities with Wendy Chamberlain MP, sponsor of the Carer’s Leave Act, Baroness Andrews, and Baroness Pitkeathley (Founder of Carers UK).

This elevated the campaign beyond awareness-raising into the national policy conversation, positioning GoodOaks not simply as a care provider but as an informed advocate for unpaid carers.

Strategic Outcomes

The campaign successfully:

• Positioned GoodOaks Homecare as a leading national voice on unpaid carers

• Demonstrated policy awareness and thought leadership within adult social care

• Raised significant awareness of its new resource hub and helpline at launch

• Strengthened brand recognition across consumer, trade and political audiences

By combining original research, political credibility and targeted media activation, the campaign delivered both high-volume coverage and long-term reputational impact for GoodOaks Homecare.

View the full GoodOaks Homecare coverage book here.