Proud to Care

Proud to Care promote health and care jobs, training and careers throughout Devon. The region has a larger than average demand for social care. Attracting and retaining the right people can be tough. Although Proud to Care had a positive impact on the care shortage in Devon, recruitment was still an issue.

The Challenge

The number of people joining the care profession is overshadowed by the volume leaving. This was an issue we were aiming to address with this campaign.

AB’s mission was to help Proud to Care reach a younger age demographic of potential care workers, specifically 17- to 25-year-olds. We structured our campaign around gathering more job and apprentice applications on the Proud to Care Devon website from this audience.

Job application clicks
Facebook and Instagram ad clicks
Film views from digital ads

Our Response

This age group, known as Gen Z, is a perfect match for Proud to Care. Audience insight research shows that they are empathetic and motivated by social justice issues. This is a hard-working and pragmatic group of people who are typically committed to their work.

We used film as the centrepiece of the campaign to reflect these qualities. The film considers the freedom, fun, fulfilment, and sense of true worth derived from a career in the care sector.

To prepare, we found a number of young care workers and nurses who matched our target demographic. With the help of Devon County Council, we invited six young people working in the field to become our stars. It was important to capture real moments between patients and colleagues, which is why we chose to feature real care givers.

We filmed over 4 days at the RD&E Hospital in Exeter, and on location in Exeter and Exmouth. The hospital staff were very generous, allowing us access to each ward. We worked quickly on a small-scale to avoid disruption, contributing to the authenticity of the piece.

During the edit, we produced multiple formats of the film to suit the various social media platforms on which they would appear. We created 32 social media adverts in total, placing them on Facebook, Instagram and Snapchat. We also used Google and Bing responsive ads to reach out to the influencers of our target group, such as parents, carers, teachers and career advisors.

The Impact

Our supporting social content was fundamental to the success of the campaign, designed exclusively for each social platform. After three months, the film generated 270k total views. These were generated from our digital ads alone.

The aim was to encourage the Gen Z audience to apply to work with Proud to Care. This success would be measured by the number of ‘Apply Now’ clicks attained and job submissions. By the end of the campaign we had surpassed our target of 120 clicks and submissions, achieving 142.

With an engaging film and well-targeted social media content, we successfully captured the essence of care work. It is fulfilling. People are empowered to make a difference in their local community: a key ambition of Gen Z.

Highly Commended at the Drum Content Awards 2019

We were delighted to be recognised at 2019’s Drum Content Awards. Our Proud to Care campaign was Highly Commended in the category for Best Public Sector or Government Content Marketing.

The Drum Content Awards were created to honour the best in modern marketing and we’re ‘proper proud’ to receive our commendation.

AB proposed three great creative ideas for the Proud to Care Devon campaign, choosing just one was difficult! The whole team worked really hard to understand Proud to Care Devon and delivered a challenging campaign in a very tight deadline. They were professional, a pleasure to work with and put all the participants in the film and photography at ease. The result is a positive, upbeat, eye-catching and most importantly – authentic and moving campaign, that makes us and the people who appear in it very proud.
Rebecca Bond, Communications and Marketing Officer