Insight
There are over 124,000 unpaid carers in Essex. They play a vital role in supporting their family, friends and neighbours to live independently. Many are unaware of what support they are entitled to, or their rights as carers.
The brief: “We need to reach this army of unpaid carers. We want to boost awareness about the help available to them and inform them of their rights. The campaign needs to focus on Carers’ Rights Day.”
Implementation
We wanted to reach into the heart of the community and engage with carers in their own towns and cities.
A touring roadshow: A bright red Routemaster double-decker bus was branded. A tour of the county was set-up taking in 12 key locations. The team partnered with supermarkets and town centre managers to gain prime positioning in town and city centres. The bus was loaded with information packs and a team of volunteers, ready to support unpaid carers across Essex.
Media relations: We needed to generate maximum awareness, to ensure as many carers got the chance to visit the roadshow and also gain much-needed advice. The team created media releases with latest stats and facts about carers and their rights, plus details of the bus tour to press desks across the county.
The content was supported with a wide range of heartwarming case study stories. By telling the carer’s story we could demonstrate who is a carer, provide an engaging heartwarming narrative, but at the same time drive home the financial support and benefit rights all unpaid carers are entitled to.
Social content: Carers’ rights are enshrined in law. It can become confusing to communicate all aspects. We developed a short easy-to-understand film; it explained how to identify yourself as a carer; outlined carers rights and where to go to get support. The film was short, snappy and got the message across clearly and concisely. infographic film
Impact
• carers got the chance to have meaningful 1-2-1 discussions with experts on-board the bus in the heart of their community.
• 12 towns and cities visited on the bus tour – Basildon, Braintree, Brentwood, Canvey Island, Clacton, Chelmsford, Colchester, Epping, Great Dunmow, Harlow, Maldon and Rochford.
• 33 news pieces generated.
• media campaign reached 714,000.
• client was the lead spokesperson on carers’ rights on Carers’ Rights Day.
• media coverage gained positive sentiment and delivered on all key messages.
“Thanks so much Big Wave PR, we’re really pleased with the roll out of this campaign.”
