About the campaign

The Covid pandemic threw carers into the spotlight, but as restrictions eased, Bupa needed to build a more sustainable pipeline of candidates for care roles. It set out to create a campaign that would show a ‘slice of life’ of the relationships care workers built with residents. Bupa wanted to show the residents’ stories, jokes and fascinating histories, combined with carers’ compassion for building those relationships – in other words, the ‘characters in care’.

Four main films showcased characters that make a career in care special, starring real residents and carers. The films were unscripted, Gogglebox-style conversations that gave a snapshot of these special relationships. The videos acquired many thousands of views and resulted in a significant number of job applications.