Following the very tragic headlines during the early stages of the Covid pandemic, we were appointed by the National Care Forum (NCF) – the voice of not-for-profit care providers – to profile the dedicated and inspiring work of care home providers and care staff in the face of unprecedented challenges.

In partnership with the in-house team and NCF members, we developed the Here To Care campaign. Messaging focused on the incredible contribution of care staff and the sector’s ability to learn and adapt as the pandemic unfolded, as well as the benefits of a not-for-profit approach to care.

Throughout the three-month campaign we identified opportunities for comment, thought pieces and letters to the editor. We launched an NCF checklist for families navigating care choices and used Clap for Carers and Professional Care Workers Week to call for care workers to be recognised and rewarded appropriately.

We supported the in-house team to develop and activate the campaign with a day of action on social media, encouraging members to get involved with themed content.

We exceeded the KPIs set, achieving 240 pieces of positive coverage with a reach of 50 million. Highlights included comment on the front page of The Times and coverage in The Telegraph, The Guardian and The Sun, as well as on Sky News Radio, Radio 5 Live, BBC News, LBC, Radio 2, Huff Post and Metro.