Home Instead, a home care company, has launched a winter marketing campaign in a bid to encourage people to consider a career in the care industry.
Creative agency Creature London – recently appointed by the care brand – helped develop the integrated campaign focused solely on recruiting care professionals.
According to Home Instead, the care industry is currently struggling with a recruitment crisis due to the profession being ‘hugely undervalued’, coupled with a rapid increase in demand post Covid 19.
To combat this and to attract people to a career in care, the brand tasked Creature with creating a recruitment campaign that spoke directly to people who just ‘can’t help’ but care.
The accompanying 30 second spot sees a care professional visit Beryl’s bungalow, in which she helps her in a small but impactful way.
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“It is important for us to highlight the profession and the progressive career opportunities we can offer,” Home Instead head of marketing Caroline Woodhall said.
“We believe this campaign does just that by perfectly encapsulating the essence of what caring is about. It’s those special moments showing how Care Professionals use their skills and personality to ‘find a way’ to help an older person feel happy and comfortable at home.”
The campaign, produced by Kode Media and directed by Locky, will also roll out across TV, digital, print, radio, social and direct.
Creature London chief creative officer Ben Middleton, added: “The Just a Carer – No Such Thing campaign draws on the upsetting insight that many people don’t appreciate the work that Care Professionals do for our loved ones and communities; no wonder fewer and fewer people are considering it as a career choice. So, we focused on what makes at-home care such a challenging and rewarding career, and by using real Care Professionals’ accounts of their work with their clients to inform the narrative, we’ve done just that.”
