Cambridgeshire County Council

To create and launch an advertising campaign to change perceptions of Cambridgeshire County Council’s reablement service and boost recruitment of reablement support workers


  • Public sector


  • Design


  • Marketing services
  • Media buying


  • 2018 Best Use of Research & Evaluation - Comms2Point0

The client

Cambridgeshire County Council supports the delivery of public services to approximately 850,000 residents across the county. As part of the council’s adult social care service, the reablement team assists people returning home after a hospital stay, helping them to regain independence.

The challenge

To recruit support workers for the reablement service, while changing perceptions of the role and its social value.

The CPL team had to conduct research into both the job and the overall role of reablement within the social care picture and devise a creative campaign to raise awareness, change perceptions and drive recruitment.


The solution

The team started with a period of desk-based research to gain a greater understanding of the reablement service – why it exists, what it does and doesn’t do, the existing perceptions of reablement support work – followed by interviews with reablement support workers and a workshop with key stakeholders from the service and council.

Outcomes from this research formed the basis of the creative campaign; it focused on the positive, rewarding aspects of reablement work – seeing the difference someone in the role can make to another person – and explaining succinctly what reablement means – helping people to be as independent as possible.

The team created three personas for use on advertising material with a staggered release through a variety of media: bus-stop posters; petrol forecourt ads; park and ride buses; social media; and radio. The initial campaign was rolled out over a three-month period.


The results

133 people interviewed

with 68% offered posts


job applications

More than 3,000 visitors

driven to reablement support worker job description on client’s website

When selecting our partner for this project, we knew we needed a combination of excellent creativity and a results-focused approach. That's what the CPL team has delivered and the results so far speak for themselves.

James Gemmell, Transformation Manager
Cambridgeshire County Council

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