Care UK: We’ll Sing Again

The Challenge

To demonstrate Care UK’s commitment to helping its residents lead fulfilling lives.

Activity-based care lies at the heart of the brand’s commitment to enhancing quality of life, with music and nostalgia a core part of its daily events offering, thanks to the proven therapeutic benefits of such pastimes for older people, especially those living with dementia.

 

The Idea

Challenged to bring Care UK’s values to life in a campaign which would drive widespread national and regional press coverage, we needed to bring singing and reminiscence together in a media-friendly format.

Desktop research soon revealed a once-in-a-life time opportunity to bring the brand’s values right to the fore – leading the 100th birthday celebrations for forces’ sweetheart, Vera Lynn.

Sing-a-thon events were subsequently arranged at care homes nationwide, with local communities, schools and choirs invited to join the celebrations.

 

The Results

  • We’ll Sing Again secured 12 pieces of national coverage including all of our key titles – MailOnline, Daily Telegraph and the Independent
  • Challenged to deliver at least one piece of broadcast coverage, we secured four, with a total airtime of 13 minutes, including a piece on BBC Newsnight and a social share from Channel 5 News on Facebook
  • Against a target of 60 pieces of regional coverage, we smashed it with 343 – an average of 5.5 pieces per care home