The Disabilities Trust is a charity that works alongside people with an acquired brain injury and physical disabilities to help them live as independently as possible. They contacted us in Nov 2021 with the challenge of creating a short-term campaign to help address a shortage of care staff.
They were part-way through a new brand roll-out and our creative solutions needed to complement the brand work done to date.
Creative: Case studies on the Trust’s website give a real sense of the journeys undertaken by service users – either in rehabilitation or to living a fuller, more independent life. And Support Workers share that journey. We therefore devised a campaign based on those true stories to illustrate the ‘journey’ theme and help bring to life the relationship Support Workers develop with service users.
Share the Journey.
Attraction campaign: Our initial schedule focused on social campaigns that targeted suitable local candidates by combining AI software and algorithms from five of the richest data sources; Facebook, Instagram, Twitter, LinkedIn and Google. Each campaign ran within a 30km radius of the required sites, which were widely spread across England and Wales. We also produced a suite of editable social media posting templates for the client use across their social platforms.
Finally, we supported the digital campaign with an extensive series of door-to-door leaflet drops to reach potential local jobseekers and volunteers who might not engage online.
The overall success of the concept encouraged the Trust to embed the messaging across their advertising for the year via a recruitment toolkit for use by each site, including:
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