'WOULD YOU LOOK AFTER YOUR AGEING PARENTS?' -
Radio Interviews & Online Coverage
With an increasingly ageing population, care services are finding themselves ever more in demand. New research shows that 67% of adults worry about what will happen to their parents as they get older, yet only 7% have put future plans in place. As part of the “Would You Look after Your Ageing Parents?” campaign, Care UK wanted to discuss the issues of treatment, highlight the need for specialist support when families face the prospect of finding assistance for their elderly parents and emphasise that Care UK understands and empathises with people in that situation. The campaign also aimed to give brand coverage to Care UK’s residential and nursing homes and promote Care UK as leading care providers.
To maximise the campaign's reach, Care UK utilised two routes to coverage: radio interviews and online coverage with video production. Care UK’s representative, Jeni Rushton, was joined by popular television celebrity, Arlene Phillips, who cared for her father in the early stages of his dementia, to discuss our attitudes towards caring for elderly relatives, as well as discussing the support available to people. The video, which gained coverage on the Telegraph and the Daily Express, featured case studies sharing their experiences of the process. Jeni and Arlene complemented one another perfectly as they offered different dimensions to the subject, whilst the video proved to be both informative and interesting.
Coverage highlights included: BBC Radio London, BBC Radio Southern Counties, BBC Radio Berkshire, BBC Radio Shropshire, BBC Radio Hereford & Worcester, Smooth Radio, Real Radio, Brighton’s Juice and Big City Radio. Online coverage highlights included: The Telegraph, Daily Express, Milton Keynes Web and Salford Online.
Campaign in Numbers:
Care UK’s radio campaign secured a weekly reach of 3.9 million people with 4 hours 39 minutes’ worth of coverage.
Care UK’s radio campaign secured a total of 85 items of coverage (including 5 BBC Radio stations) across the UK.
Care UK’s online campaign secured a total online audience reach of 92 million monthly unique visitors.
Care UK’s online campaign secured a total of 6 items of coverage (including 2 major news outlets and 1 national specialist).