ANCHOR
Changing the face of the care industry
Anchor is the UK’s largest not-for-profit provider of care and housing for older people. The over-60s are now the fastest-growing age group in society and the support they require needs to evolve and adapt. The care industry needs to employ a million more carers in the next ten years to keep up with demand. To meet this challenge, Anchor asked us to help change the face of care.
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Audience research • Brand strategy • Visual identity • Copywriting • Photography • Marketing materials
We worked with Anchor to put its staff at the front and centre of its recruitment campaign, highlighting connections between carers and residents. We wanted to emphasise the work culture, celebrate the staff and make Anchor feel approachable to young jobseekers. Our goal was shifting perception and inspiring the next generation of care-givers.
We visited Anchor care homes across the country to meet the people working and living there. By interviewing carers, exploring their relationships with the residents, and taking their portraits, we worked to create value and show support for Anchor’s staff. This was the foundation for the campaign. As well as making a positive impact on the HR department, we boosted company morale.
The campaign was built around candid portraits of residents, care staff and apprentices. Anchor followed our advice and art direction to create premium campaign collateral with considered print finishes and paper stocks.
We drew attention to different types of career opportunities and entry points, including Anchor’s care training and apprenticeships programme.
The stories we helped to tell are inspiring more people to consider a career in care. We helped give the organisation a unique and market-leading approach to recruitment. Feedback suggests the campaign not only appealed to a young adult audience, but also gave them a good idea of what the role requires.
Anchor now stands out across the industry when trying to attract new staff, whether at trade shows or on recruitment sites and forums.
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