Challenging the stigma of care homes


Eulogy was tasked with delivering a regional campaign for leading global health and care company, Bupa, which would help to challenge negative perceptions of the care industry and promote more open conversations about the need for, and role of care homes in society.

Understanding the consumer sentiment of care homes was crucial. Consumer research commissioned by Eulogy revealed a widespread stigma of care homes, even among those with no recent experience of visiting a home.

Regional variations of findings were released, along with advice from Bupa on how to plan for aged care at a time when people are living longer and with increasingly complex conditions.

Our activity also included a call to action for families to have earlier conversations about care planning, to enable them to make informed decisions about care for family members and themselves.

We achieved more than sixty pieces of coverage spanning regional and trade media, including the profile of a Bupa nurse in The Sun’s Sunemployment feature, designed to promote care home nursing as a career of choice.