Sanctuary care

When you understand the problem from the inside, the work lands differently.

Sanctuary Care operates over 100 homes across England and Scotland. Like every care provider in the UK, they were facing a recruitment crisis that the industry had been struggling with for years. They needed a campaign that would do more than generate applications. They needed one that would make people see care work differently.

They came to us because of a relationship built on trust. Our connection to Sanctuary came through a colleague from the Birmingham LGBTQ+ community who also sits on Sanctuary's finance leadership. That's how the best briefs tend to arrive, through people who already know what you're capable of.

Angel brought two decades of direct experience to this brief before a single slide was written. Having worked at TMP Worldwide, one of the UK's leading specialist recruitment advertising agencies, on campaigns for the NHS and Sainsbury's, the challenges of care sector recruitment weren't theoretical. And having worked as Digital Marketing Manager at Helping Hands Home Care, running recruitment advertising for carers firsthand, the specific human reality of attracting the right people to this industry was already understood.
We knew the industry imagery was tired. We knew the messaging was generic. We knew the real story wasn't in the job description, it was in the relationship between a carer and the person they looked after.
We pitched that idea. Sanctuary Care got it immediately.
Morgan led motion and was on the shoot, directing alongside the wider team. The creative decision was deliberate and bold. We stripped everything back to the relationship itself. Bold colours as a visual nod to the personalities of residents and the vibrancy that a career at Sanctuary genuinely brings. No stock imagery, no generic care home aesthetics. Headlines drawn directly from the real human truth at the heart of the work.
The result was work that looked and felt completely different from anything else in the sector.
Our campaign strategy grouped care homes in close proximity, focusing spend on key locations across the UK to maximise reach within the communities Sanctuary needed to recruit from. Every pound was accountable.
Successful job offers increased by 800% compared to the previous campaign. Total applications rose by 93%. Average engagement rate came in 74% above industry benchmarks.
Numbers that came from understanding the problem properly before we started solving it.