Hertfordshire County Council wanted a campaign that could attract people from all walks of life to help the elderly and vulnerable with a variety of everyday tasks, enabling them to get on with their lives. The campaign needed to cater for a large number of hires, and to cover a large geographical area. Flexible Support Workers might only be required to work for as little as 7 hours per week, so this was very much about targeting a local audience with a simple message. To help them realise that, whoever they were, they had something very valuable to offer. A little of their time.
We needed to let people know that they shouldn’t take for granted the everyday things they do every day. Because, whether they’re helping someone with their washing, their shopping or just by being a bit of company, they can be real heroes, with a real impact on peoples’ lives. So we created the ‘Everyday heroes’ campaign to deliver this message. And, with superhero, comic-book style illustration, to create a colourful splash that no-one could miss, wherever they were, across the region. As we were talking to a wide and local audience, the media schedule was very much focussed on local media, supplemented with bus backs, radio, posters in libraries, and materials (postcards and business cards) given out at open days across the County. ‘Refer a friend’ posters were also placed around the Council’s offices.
We’ve had excellent feedback from a happy client, “The campaign is going really well. The adverts are great, they are getting a very positive reaction both internally and externally.”
Collateral included:
Posters
Press Ads
Bus Back Ads
Poacher Cards
Awards:
THE RECRUITMENT BUSINESS AWARDS 2012
FINALIST – PUBLIC SECTOR RECRUITMENT AD – HERTFORDSHIRE COUNTY COUNCIL ‘HEROES’
CIPD RECRUITMENT MARKETING AWARDS 2012
FINALIST – BEST PRESS ADVERTISEMENT – HERTFORDSHIRE COUNTY COUNCIL ‘HEROES’
FINALIST – CAMPAIGN OF THE YEAR – HERTFORDSHIRE COUNTY COUNCIL ‘HEROES’