While doing our market research, we found that at the end of 2022, an OFCOM report showed that internet users in Northern Ireland aged 15+ spend on average 39 minutes per day on Facebook and Messenger. By using this channel to promote what the Social Work degree is, how to apply to it and why you should, we ensured that we would reach all four target audiences and provide them with clear information and a direct call to action. We also found that 35-44- and 45–54-year-olds in particular spend most of their time on Facebook and Messenger channels when using social media, with these age ranges being included in our key demographics of parents and teachers across NI.

We proposed an omni-channel approach in delivering against the objectives of the campaign to ensure we were targeting the correct audiences in the right way with the relevant messaging. We wanted to make a big splash with the launch with behind-the-scenes shots to share across digital media and to highlight both the complexity and joy many take from the job. To further illustrate the value of the work that is carried out by carers, we produced three campaign ‘hero videos’ to support the launch and give a deeper emotional connection that many careers have to those they support and to ultimately inspire admiration.

The AIKEN team have also established mutually beneficial relationships with local media, which supported the Social Care Council in delivering message-rich, positive news and features with measurable results. Developing a detailed social media calendar that acted as a guide for paid social allowed the AIKEN team to strategically plan posts and ultimately increase engagement. Media partnerships with some of the Northern Ireland’s leading publications and with the number one commercial station here meant that we were able to guarantee cut through for the client.