A joint local media and social media launch announcing the reopening of Queensbridge Care’s respite care facility; bringing much-needed support to Gloucestershire families caring for loved ones with dementia.
Rated as outstanding in Caring by the Care Quality Commission, Queensbridge has been providing high-quality permanent and respite residential care for dementia patients in Gloucestershire for over 30 years. With a family-oriented approach to their caregiving, the team’s ethos is to take away the artificial boundaries of institutional living seen in many care settings and celebrate the memories and emotions of each resident for a wholly positive, nurturing experience.
Gloucestershire PR campaign
The COVID-19 pandemic meant that Queensbridge Care, like most other care facilities, had to close its respite care service for the safety of its permanent residents. With the most stringent of measures taken, including twice-daily temperature checks, regular sanitising, COVID-19 testing for staff and residents, social distancing between residents, and staff wearing necessary PPE equipment at all times, the facility remained thankfully COVID-free.
However, with around 1,500 people in Cheltenham living with dementia, the lockdown restrictions were an increasing strain on local Gloucestershire families caring around the clock for loved ones with dementia. So, when it was safe for Queensbridge to reopen its respite care, Queensbridge approached local Cheltenham based PR agency, HeadOn, to advise on the best way to share this news with the local community, while remaining within budget.
Joint local media and Facebook campaign
Drawing upon its extensive media knowledge and contacts in the local press, HeadOn PR devised a joined-up local news and Facebook campaign supported by professional eye catching visuals that spread the word far and wide on the reopening, while providing a valuable flow of information on dementia care, news and care home updates to local families to demonstrate the value of the Queensbridge brand and its high quality of care.
The credibility of the local media strengthening Queensbridge’s profile and reputation in the area, while HeadOn re-activated and re-energised Queensbridge’s Facebook page to be a more lively, informative source of support through which to connect with the local community. Engagement and reach was instant and rapid, with new followers engaging with posts and connecting with the page from day one.