Bupa boosts recruitment by showing the ‘Characters in Care’

Needing a sustainable pipeline of candidates for its care roles, Bupa worked with ThirtyThree to create videos combining carers' and residents' stories.
Characters In Care - Bupa with ThirtyThree
Characters In Care - Bupa with ThirtyThree

Year: 2023
Achievement/category: Shortlisted in Video Campaign
Client: Bupa
Agency: ThirtyThree
Industry: Healthcare

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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.