Cambridgeshire County Council

The BE A CARE WORKER Campaign was produced for Cambridgeshire County Council and Peterborough County Council as a drive to try and fill the critical shortage of suitable candidates working in this field. A long term problem that has been exacerbated by the pandemic, in an area of chronic underfunding, this campaign had to cut through and resonate with exactly the right people. Our treatment was a series of ‘small ads’ indicating a specific need of the care recipient, but also allowing an insight into their previous life, in a bid to overturn preconceptions about those in need. Conceived with Marcus Codrington Fernandez for CPL in Cambridge, the campaign was turned from a brief into digital ads and posters on the street in a matter of weeks, was highly strategic in it’s placement and was an instant success in terms of new applicants.