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Time for Hidden Heroes

Prompting Surrey residents to consider a career in care, supporting vulnerable adults.

  • Client

    Active Prospects

Change needed

Our brief was to generate much needed applications from quality candidates for complex care service positions. The campaign aimed to resonate with young men and women who hadn’t gone to higher or further education and didn’t realise a career in care was an option for them.


Orchid delivered a powerful and engaging campaign that helped raise awareness of both Active Prospects and the opportunities we offer for a rewarding career in care. We continue to work with Orchid on PR and digital communications campaigns and value their wise counsel, creativity and support which is always sensitive to our resource and industry challenges.

Joel Hartfield

Director Business Development

AP Case Studies 1

Our solution

As Covid hit the country, Active Prospects had a number of roles to fill but were struggling to find qualified carers to fill the posts. We needed to engage, educate and convince candidates who hadn’t considered a care position before, but who likely had transferable skills, to get in touch to find out more. Interviewing existing carers was key tounderstanding the motivation and challenges behind the role and informed our creative approach. What would make someone want to consider making care a career? Knowing Covid was making many reappraisewhat mattered we developed the ‘Caring is my new normal’ campaign.

The campaign had to be covid relevant  – planned outdoor ads, for example, were pivoted to online only whilst lockdown restrictions remained. An integrated and hyper targeted campaign was delivered across social media (Facebook, Instagram and LinkedIn), through partner channels (Indeed and Reed) and on outdoor sites (bus shelters and Tesco smart screens) in areas and on bus routes where Active Prospects residential sites are located.

AP Case Studies 4

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