Bluebird Care Mid & West Cornwall #BeMoreRachel
Brief
In the midst of the care sector’s recruitment and retention crisis, triggered by chronic underfunding and staff burnout, we were approached by Bluebird Care Mid and West Cornwall to create a campaign to attract the right people to want to join their team. They wanted an advert which was ‘different’, a challenger idea to support them as Cornwall’s leading care provider.
The Plot
We worked together to create a film focused on the qualities, personal traits and emotional attributes that make a great carer, rather than qualifications, to use as part of a recruitment drive.
Our idea centred around one person, Rachel, a real employee of Bluebird who makes the world a better place every day for those she cares for and various conversations around “needing to clone her!” The film had to showcase the sector for what it truly stands for – empathetic people with a genuine passion for positively impacting the lives of others, and with an ever-aging population, it’s one of the best industries in which to build a lasting and rewarding career. There’s a preconception that as a carer you will be isolated and working independently, but Bluebird wanted to emphasise that their team are part of a broader, supported network – a family unit.
A bigger campaign was born – #BeMoreRachel – and she took center stage as the film’s lead. We interviewed her for over two hours, allowing conversations to influence the film’s narrative, with Idenna creating the script around her personal accounts and stories.
All parties featured are real people – Bluebird clients and employees – with no actors used. Everything that happens in the film is authentic; Rachel knitting hats for Jack’s birthday, making the perfect cup of tea for Betty and knowing exactly what Ian needs. Nothing is contrived and the entire film was shot in a single day.
What happened next?
The film went live on Bluebird’s YouTube, on social platforms and via their blog, and ‘premiered’ at a screening for their team to engage and celebrate their existing workforce. Idenna implemented a follow up media campaign to place adverts to support the film’s intended purpose – recruitment. We strategically placed ads on Facebook and Instagram, with the film reaching nearly 19,500 people, and showing on screen over 60,500 times. The ads achieved 11,606 ThruPlays resulting in a very low cost per result, and lovely feedback and engagement on social media.
Bluebird had a number of recruitment enquiries and interest as a result of the film, with praise from viewers who loved its authenticity and integrity.
