ABOUT

‘Step into Social Care’ is our third marketing campaign for NW ADASS. It was aimed at the 18-35 age group, in particular school and college leavers who might be at a crossroads in terms of moving forward with their careers.

With this campaign, we wanted to challenge perceptions of what social care is and the wide range of people that social care staff work with. There was a strong sense from the sector that we should be getting across the aspirational and fun nature of social care and breaking down stereotypes of people who need support.

Our approach with the first two campaigns was to cut through the visual noise of the photograph to include text, with a bold, illustrative style. During our initial research it was felt that the content needed to be more exciting and dynamic to reach our demographic. We chose the channels our audience most frequently use, predominantly TikTok for under 21s, Instagram for 22-25s and both Instagram and Facebook for 26+.

We designed a campaign encouraging our audience to create their own story and #stepintosocialcare, using a popular TikTok/Instagram user-generated format in ‘a day in the life of.’ With the help of NW ADASS, Think recruited young care workers to produce their own footage to tell the positive stories of their day. The videos were edited by Think to encourage applications. Stills of the campaign creative were also used across all channels to build visibility and awareness.

A campaign microsite was designed to create consistency in the journey, maintain engagement, improve UX and ultimately drive applications.