Longstanding issues within the social care sector in the UK have been worsened by the pandemic and significant improvements need to be made. Our campaign for Totaljobs highlighted the attitudes, challenges and trends within the sector while offering Government and care providers guidance to tackle the problems before it’s too late.
With the vital sector at a crossroads, we were tasked with creating a project that would engage both employees and employers, all while sparking debate and being socially impactful. We conducted research into the state of the social care sector, producing an informed guide on attracting and retaining a thriving workforce that sourced candidate and employer case studies alongside interviews with a range of policy stakeholders from across the sector and adult social care providers.
The campaign revealed that while COVID-19 significantly improved people’s perceptions of working in social care, it ultimately worsened the historic staffing issues in the sector – urgently calling for a reform to reduce persistent issues with high turnover.
Partnering with The Work Foundation, the leading think tank for improving work in the UK, amplified the campaign’s influence and social impact – helping generate widespread in-depth coverage across trades and key national titles.
The campaign delivered 62 pieces of well messaged coverage including 10 top tier national and broadcast hits. Total reach was 17 million OTS and coverage included 107 links back to the website.