Discover Care

Discover Care was the resulting brand campaign – a health and social care campaign that brings Britain’s biggest employer the NHS, with leading health and social care employers and educators to attract more people of all ages into the sector.

Research & Audience

Analysis Research identified young people under 25 did not consider health and social care as a place where a rewarding career can be developed. There was low awareness about non-clinical roles and a lack of streamlined information made it harder to start a career in the profession.

Our Process

We facilitated Kind by Design co-creation workshop to bring many voices to the table to find common ground that achieve results. Over twenty sector organisations were involved in this project all had ideas and strategic objectives to meet. Over three sessions we collectively worked to create the resulting campaign Discover Care.

The Brand Message

Removing barriers was an objective. To build the messaging we used behavioural characteristics like personality traits, habits that help people succeed. We considered an individual’s attributes such as kindness and compassion favouring human qualities over qualifications. We had a conversational tone to appeal, engage and enable the caring professionals of tomorrow to sign up. Summarised in a one-line strapline ‘Discover a career you never knew you were perfect for’ promotes the ‘endless opportunities’ in the health and social care sector.

The Design

The front-end design is purposefully unlike an NHS marketing campaign. We worked with Via Creative to bring to life a visual that had vibrancy, variety and showed the dynamic roles and people in the sector to optimise engagement. Bold colour imagery, typography, and pattern are all elements of the brand.

The Logo

The logo had to symbolise the new Discover Care brand as it was executed across the multiple Tees Valley partnered organisations, social media platforms and public channels. We stripped the logo to an icon graphic to represent the brand so every setting could use it and recognise it.

Story Telling 

Story telling is a powerful way to invite people to connect and act. We showcased the sterling work of Tees Valley professionals across locations eager to talk about their personal career pathways and progression opportunities. This allowed ‘Discover Care’ to be told in an authentic voice, with real personable and honest stories that connected on a human level.  

Marketing Delivery

We delivered the tactical marketing execution and worked with over 25 organisations set against a plan of key dates, themes, topics, and employment news agendas. We managed shared folders to host pre-written social media schedules, media releases, graphics, merchandise and marketing toolkits and a digital library of assets.

Sign-up

We created a central interface to bring every Tees Valley health & social care employer, educator, training, and support partners into one Discover Care space. Via QR codes and other marketing tactics we built up an active job seekers database.

Results

We managed every aspect of this project as equal partners with Via Creative from ideation to implementation. We more than exceeded the objectives of this campaign. It has been so well received it is expected to be extended into 2024.