Active Prospects
The hidden sector
Active Prospects are a non-profit organisation, who provide care for adults with support needs. During the pandemic, much attention was given to the vital care work provided by the NHS. Against this backdrop, financial cuts were being made to the adult care sector by the UK government. In response, Active Prospects wanted to launch an awareness campaign for the adult care sector, and encourage people to ‘care about care’.
Client
Active Prospects
Services
Animation Editorial
Media
After Effects Illustrator Indesign Figma
WCAG
AA
Make it possible to gather reliable metrics from vulnerable service users Enable engagement at a distance during pandemic lockdown Adapt metrics to lobby parliament
The lead symbol of the campaign was a heart, which could be ‘signed’ by joining your hands in two ‘C’ shapes (‘care about care’). The campaign needed to remain accessible, and easy to endorse with metrics gathered in non-traditional ways. Making it possible to show support gesturally, rather than through speech or writing, enabled more people to join in. A digital heart butt on was included on online assets, so that in addition to signing the heart gesturally with your hands, you could also show support by tapping the button. The heart was also adapted into a bold and recognisable motif, signifying the 5% adult care sector, which could be easily applied using in-house editing. Altogether, Active Prospects were supplied with editable campaign assets including guidelines, Canva templates and a microsite.
"...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 value the wise counsel, creativity and support which is always sensitive to our resource and industry challenges."
Joel Hartfield Director Business Development, Active Prospects
