Proud to Care (Social and Digital Advertising Campaign)
To raise awareness and celebrate the value of care work and the contribution care workers make to their community, this campaign hinged around video shoots and documentary photography.
The Challenge
Recruitment in the care sector was a severe challenge during the pandemic, and the sector was keen to raise the profile of care work to Bournemouth, Christchurch and Poole residents. The desired outcome was to showcase the amazing staff, the clients, the range of roles and skillsets in the care sector and to dispel some of the myths and misconceptions of what working in care is like.
The Approach
Besides our considerations and preparation to working with those with special needs and/or illnesses during the pandemic, we were sure from the outset that the final assets needed to connect on a human level. Medium format photography (shot by myself) helped bridge the artificial gap, creating raw and honest imagery that left no room for deception, cropping or falsified experiences. Additionally, on set it played a great part in my role as director to engage with the clients – showing them and demonstrating the intricate mechanics that make the medium format camera so unique.
