Client news

‘Be a care worker’ campaign gathers momentum

The personal stories that carers hear in their work are at the heart of a compelling new marketing campaign, which launched in March.

The campaign is intended to appeal to ‘people people’ – who will love the emotional and personal connections they make with those they work with. 

‘Be a care worker’ features images of people such as:

  • “A maths teacher, 94, (who) now needs a bit of helping working things out”;
  • “A women’s rights campaigner, 84, (who) now needs someone to look out for them”; and
  • “A lifelong Spurs fan (who) now needs someone to moan to.”

These stories are all inspired by research and interviews held during early 2021 by a CPL team led by creative director Marcus Codrington Fernandez.

The campaign is running in Cambridgeshire and Peterborough on a range of channels including TV, radio, social media, YouTube, buses and bus shelters, petrol pumps and online newspapers. By using simple calls to action, including  ‘text CARER to 88802’, the goal is that ‘people people’ will be motivated to find out more about a career with care providers in our region.

Caroline Townsend, head of commissioning partnerships and programmes for Cambridgeshire County Council and Peterborough City Council, said: “Attracting new people to the care sector in Cambridgeshire and Peterborough is a huge priority for us. We needed an agency that could understand the needs of care providers, show real empathy with carers and those being cared for, and create and deliver a compelling campaign within a tight timeframe. The members of CPL’s team have once again come up trumps.”

We needed an agency that could understand the needs of care providers, show real empathy with carers and those being cared for, and create and deliver a compelling campaign within a tight timeframe.

Sophie Hewitt-Jones, director – client services for CPL, added: “After working on previous campaigns to recruit people into very specific roles, such as social and reablement workers, it has been fascinating to put together a broader programme that pinpoints the reasons why those who care have a passion for what they do. 

“Our team has worked in partnership with the councils involved, and with care providers in the region, to create a striking and emotive campaign that highlights the transformational and rewarding work that carers do.

“Early indicators show it is already playing its part in generating some great candidates for vacancies in roles including caring for older people, people with learning and physical disabilities and people with mental health conditions.”

Find out more and apply for a role here.

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