GoodOaks Homecare engaged Bridgehead to work on the execution and promotion of their new campaign, ‘You Are Not Alone’.
The campaign itself is targeted at the country’s unpaid carers, which some estimates put at more than 10 million. GoodOaks wanted to celebrate and support the quiet, unseen, unheralded commitment that these individuals make to those they love. It sought to address the lack of information, resources and assistance for those needing some extra help to remain independent, and for those caring for them.
Alongside raising awareness for the campaign, we were also tasked with raising the profile of GoodOaks Homecare itself, both among the sector and among family carers.
Following our initial discovery meeting, we set out a programme of activity aimed at raising awareness of the campaign among the national, regional, and local media, while also positioning GoodOaks Homecare as the provider of choice among family carers.
To drive national media interest in the campaign, and with GoodOaks' agreement, we commissioned a polling agency to conduct an opinion poll of 1,000 unpaid carers across each region of England. The polling was aimed at gauging the perspectives of unpaid carers on a variety of issues: wellbeing, awareness of support options, political outlook, and future outlook.
Once this polling was complete, we authored a detailed 28-page report that explored and analysed the key findings. Some were particularly stark, for example that more than half of unpaid carers felt unable to meet their own health and wellbeing needs, and that nearly two-thirds would be willing to change their voting intention in favour of a party that introduced further care support options.
To add further credibility to the report, we leveraged our political connections to secure a foreword by Rt Hon Damien Green MP, Chair of the All-Party Parliamentary Group for Adult Social Care.
We used the findings to raise awareness of the You Are Not Alone campaign before its official launch by press releasing them to coincide with the introduction of the Carer's Leave Act in April 2024.
We centred the press release around the finding that just 12 per cent of unpaid carers had a "good understanding" of the Act.
We also drafted a series of separate press releases to coincide with the formal launch of the You Are Not Alone campaign's online resource hub and dedicated helpline for family carers. The hub included video guides on a variety of topics, including financing care, explanations of the key support options on offer, and brochures on health and wellbeing.
These press releases were targeted at the local media. Each were tailored to their corresponding region or area and included specific regional findings from the polling report.
The campaign was highly successful. In total we secured 60 pieces of coverage across the national, regional, and local media. In total the coverage secured close to 500,000 unique views as well as widespread traction on social media.
By offering it to them on an exclusive basis, we were able to publish our press release showcasing the findings of the report with the Press Association newswire. This led to extensive coverage across the national and local media. In terms of national coverage, the story was reported on by The Independent, Yahoo! News, and the print edition of the Daily Express. Locally, the newswire coverage was syndicated across 40 local media publications across the country. As well as reporting on the poll findings the coverage also included extensive quotes from GoodOaks' director, Ben Ashton.
We also delivered coverage in the trade media, including Caring Times and Home Care Insight.
The official launch of the campaign two weeks later was also a success. We secured extensive coverage in a wide-array of local and regional newspapers to highlight the launch. Notable publications included the Oxford Mail, the Dorset Echo, Wokingham Today, Warwickshire World, Bedfordshire Today, Surrey World and others. Trade media once again covered the launch.
To further supplement the campaign and raise its profile, we have secured interviews with a variety of MPs and Peers to discuss the poll findings, including: Wendy Chamberlain MP; Baroness Pitkeathley, founder of CarersUK; and Baroness Andrews, former Chair of the House of Lords Adult Social Care Committee.
View the full GoodOaks Homecare coverage book here.
