The Live-in Homecare Information Hub

‘No Place Like Home’: generating high impact ‘news from nowhere’

The Live-in Homecare Information Hub is a non-profit partnership of leading live-in homecare providers who aim to raise awareness of this long-established, but little-known alternative to residential care. Our biggest challenge? Journalists don’t want to write about the elderly unless it’s bad news and families don’t generally think about care until they’re at crisis point. Our campaign had to educate key audiences in an intelligent, understandable and appealing way.

Implementation & results

We wanted to create an authoritative report: No Place Like Home, that not only explained what live-in care was - and the evidence of health and quality of life benefits - but it needed to create ‘news from nowhere’ too, in order to make people sit up and take notice.

But how? We talked to Hub member organisations, from senior management to carers at the coal face to tease out potential story angles. From this insight, we put our hypotheses through robust market research.

We were correct! Our research identified that dementia had overtaken cancer as the UK’s most feared illness. For people living with dementia, live-in homecare is often the best solution as it allows people to stay in familiar surroundings. With dementia already on the media agenda, the report’s research grabbed press attention and also included facts, figures and advice. Katherine Murphy, CEO of The Patients Association provided independent, highly credible supporting comment for media, along with Hub members.

Press and online coverage was achieved across national publications, including the front page of the Daily Express, The Times, Daily Mail and The Sun as well as radio stations throughout the UK. The campaign generated no less than 20.5 million opportunities to see, without even thinking about excluding social media which targeted key opinion formers and created significant additional buzz.

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