Care UK: The Big Draw

The Challenge

To highlight Care UK’s key messages about ‘activity-based care’ and ‘care experts’, while raising the regional profile of more than 50 care homes.

Specifically, WPR was tasked with showcasing the activities on offer in Care UK homes and combating stereotypes about life in care homes.

The Idea

We partnered with The Big Draw, an international charity, to encourage Care UK homes around the country to host their own art activities as part of The Big Draw’s annual, worldwide festival.

Championing the many proven benefits art therapy has for older people, the campaign included tips and ideas for getting creative. We created customised activity suggestions for care homes, keeping Covid restrictions and residents’ safety front of mind.

Tailored regional releases were issued to the relevant media for every home that was taking part. We supported the creation of the UK’s first ‘care home-sourced art exhibition’ using a virtual space. And co-hosted a virtual live drawing session with renowned artist Liz Atkin.

The Results

The campaign delivered on both care home engagement and media coverage:

  • A total of 51 homes took part, with five homes joining the live drawing session
  • A whopping 232 pieces of coverage were achieved, with six national hits including Yahoo!, Evening Standard and Indy100
  • 100% of coverage included the ‘care experts’ and ‘activity-based care’ key messages