The objectives were to ensure the issues reached the attention of central Government through a high profile national and regional awareness campaign.
Spider profiled CEO Mark Adams and positioned him as a ‘whistle-blower’ for the care industry ensuring CIC was front and centre of all social care conversations.
By pitching rapid-response comments, CIC was able to be at the heart of the debate as a leading voice in Government and industry developments which were changing on a daily basis.
Spider supplemented this hard-hitting approach with a more “positive” narrative, by promoting fundraising initiatives including: Care With Hair social media initiative, Portsmouth FC donations to CIC care homes, and other independent efforts from charity supporters.
The project secured over 300 pieces of coverage, including Guardian and inews. Additionally, it achieved 15 broadcast opportunities across national and regional media, including ITV, BBC Radio London, BBC Radio Manchester, Channel 4 - seven of which were broadcast interviews with the CEO.