Marketing Campaign in the Finals of the Care Home Awards 2021
The coronavirus pandemic has created unprecedented challenges throughout the country and the care sector over the past year. The winter, as every winter, placed unique pressures on families, carers and the system, meaning more families looking for extra support through a short stay at a care home. Caring Homes wanted to provide reassurance that people will be safe, welcomed and not alone in a care home.
The campaign was launched to the business, which consists of 69 homes throughout the UK, through various channels including website, regular e-newsletters, e-mail, a booklet for all homes and word of mouth. Every home was sent gingerbread house kits which gave our teams a great way to show off life in their home on social media with a winter activity linked to the senses where everyone could get involved.
Emma added: “I am delighted one of our campaigns has been recognised in this way as it reflects the amount of hard work put in by everyone involved. Everyone in marketing has worked incredibly hard throughout the covid pandemic to support the teams at our care homes. The campaign had a positive impact on the wellbeing of residents and colleagues alike, with some very encouraging feedback and lovely pictures shared with us and with relatives and friends on social media.”
The gingerbread house stimulated smells, sights and memories of Christmastime with the festive scent of gingerbread starting conversations and evoking memories of baking. It was a whole home activity with many Home Managers getting involved in addition to other team members. The activity encouraged the residents to be creative, at the same time honing their teamworking, socialisation and fine motor skills.
This whole home approach to activity-based care is an integral part of the care home rating systems , putting residents and teams at the heart of everything is part of the Caring Homes ethos and was evident in this Winter Respite campaign. Sights and tastes of Christmas past and present can be nostalgic and often these moments are filled with happy memories.
Firmly established as an annual celebration of innovation and excellence in the ownership, management and operation of care homes across the UK, the Care Home Awards attract the interest of entrants from across the sector and the attendance of finalists and sponsors.
On September 10, at Grosvenor House Hotel in London (subject to any Covid restrictions) the Care Home Awards will announce the Winners and High Commendations for 2021.
The Caring Homes Marketing Team were runners-up for this award last year with a Winter Wellness Campaign promoting the benefits of regular handwashing and using sanitiser gel before the Covid pandemic began.