Care UK: Wishing Trees

The Challenge

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

At the heart of this pledge lies Wishing Trees, displayed in all Care UK homes nationwide, where residents and their families can share a dream. When a resident hangs a wish on a branch, the care home, and their family, will do everything in their power to grant it.

 

The Idea

Wishes can be big or small, from eating a fish and chip supper on a Friday, to visiting the Vatican and meeting the Pope (which has happened!).

Our idea was that we take the more unusual requests and, with permission, develop compelling stories for national, regional and broadcast media.

Since then, we have (among other things), taken someone on a flying lesson, brought penguins in for a visit and reunited a resident with her favourite animals.

 

The Results

Olwyn Takes to the Skies:

  • Five national hits, three regional and two broadcast, including the BBC nationally
  • An Instagram video from BBC News received more than 355K views, and an article on Metro was shared almost 400 times

The Penguin Who Came to Tea

  • 16 national hits (including Pretty52 – now known as Tyla, Metro and the Daily Mail), 14 regional and five broadcast (including BBC South Today, BBC News and BBC Radio Berkshire)

The Day of the Donkey

  • Five national hits (including Metro on Facebook and the Daily Mail), one broadcast (ITV Meridian) and 31 regional