Helping the nation #HaveTheTalk about elderly care for an AXA brand

TakingCare is a leading provider of personal alarms in the UK, but the brand has one big problem: customers don’t put elderly care plans in place until after someone has had a fall, which is too late . So, we designed a campaign to get the AXA brand front-of-mind for elderly care options, and to help Brits break the taboo on conversations about elderly care.

Highlights

above coverage target

coverage to link ratio

10.5k

instagram live views

+53%

links from new domains

The brief

When TakingCare tasked us with engaging the families of elderly people through a national campaign, we knew we needed to do something different to break through.

The AXA brand is the go-to provider of personal alarms in the UK, but wanted to grow its customer base by engaging new customers.

To ensure our campaign was as engaging as possible, we first needed to understand what Brits think about personal alarms and elderly care. So, we started exploring data from TakingCare’s customer base to understand what customers really think about elderly care devices.

Our findings showed people find it incredibly difficult to talk about elderly care options with their parents, and that this barrier prevents people from implementing support before accidents occur. We needed to create a campaign to break down the stigma about care.

Fitness influencer Lavina Mehta MBE and former Olympian Michelle Griffith Robinson featured in the influencer live event, sharing their experiences of caring for elderly loved ones

Video interviews of real families having the conversation about care also featured in the campaign

Designs for promotional posters, billboards and adverts were also created as part of the brief

What we did

We decided to tackle the taboo around elderly care, with an engaging content campaign that raised awareness of the importance of these conversations in an authentic and relatable way.

The healthcare industry can sometimes be perceived as too clinical and impersonal, which can make open conversations all the more difficult, so it was crucial our content was accessible and authentic in order to break down barriers around difficult conversations to empower people to have the talk about care with their loved ones.

PR activity

Working with in-house elderly care experts across TakingCare’s business, as well as external experts such as psychologists and influencers, we championed expert-led advice in the press to raise awareness of the benefits of having conversations about care, and gave expert tips on how people can have the talk themselves

Influencer content

A key element of our campaign activation was spotlighting real people who have had or were going to #HaveTheTalk with their parents
No Brainer sourced two influencers who had had their own personal experiences of caring for elderly parents to have an open and honest discussion about elderly care with their followers through an Instagram live event.

Video interview content

To amplify our focus on real, authentic and open conversations about care, we also sourced two UK families who were happy to have the talk about elderly care options on camera
This evergreen content was crucial for our PR activation, and also gave TakingCare content the brand could use across social, paid social and email marketing

Billboard designs

To reinforce our nationwide call for the UK to have the talk about care, we created striking visuals for the brand to incorporate into OOH marketing
Our approach was to create a challenge or thought-provoking message to passers-by, asking them if they have had the talk with their parents

The results

PR activity:

54 pieces of coverage including double-page spread in The Daily Express
Average DA of 53
35 links
70% of coverage was from new domains

Double-page spread in The Daily Express covering the HaveTheTalk campaign

Website content:

2,642 page views of campaign content (Mar-June)
1,622 users
67 form completions – new customers passed onto sales team

Internal comms:

Campaign assets used as posters in office
Featured in Age NI newsletter – 5,700 subscribers
Included in AXA Health members newsletter – 227,000 subscribers (drove 166 visits to landing page)

Influencer content:

10,000+ views of the Instagram Live
Authentic, open and honest conversation between Olympian Michelle Griffith Robinson and Lavina Mehta OBE about their own personal experiences
Aligned with brand and target audience

Screenshot of instagram Live with Michelle and Lavina

Paid social results:

Our campaign content was also used by the brand in a paid social campaign which secured:

100,000+ combined ad reach – Facebook and Instagram
47,787 video thruplays
17 website purchases directly from the ads

Interested in finding out more about how a healthcare marketing agency can support you?

Check out our dedicated healthcare marketing services.

“When choosing an agency who would work on SEO, digital PR and outreach it was really important that we worked with a team that would become an extension of our own business, working collaboratively to deliver activity that drove measurable results, both maintaining and improve our position in organic search and securing digital and traditional media coverage to position Taking Care as experts in the eldercare technology space.” – Daniel Lennox, Taking Care

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Helping the nation #HaveTheTalk about elderly care for an AXA brand

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