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Break is a charity that makes life better for children and young people on the edge of care, in care, and leaving care. With over 430 staff members, 250 of whom deliver frontline care across various services in Norfolk, Cambridgeshire, and Suffolk, Break offers a wide range of support, including residential homes, a fostering agency, community care, supported housing, and therapeutic services. Recently, Break has been awarded a new contract to open three new residential children’s homes in Suffolk, expanding its presence beyond its long-established operations in Norfolk.
As Break prepared to launch recruitment for its new Suffolk services, the organisation faced the challenge of attracting new applications for frontline care positions, care managers, and promoting the idea that applying to work at Break, in any role, is a positive choice. Break recognised the need for a compelling video marketing campaign that would generate engagement, increase visibility, and drive applications across various platforms.
Throughout the project, our team collaborated closely with Break, engaging in extensive pre-production meetings to grasp their mission and values thoroughly. We meticulously crafted a comprehensive marketing strategy tailored to Break’s needs, emphasizing the utilization of authentic testimonials and experiences from staff members. Our approach involved dedicated filming sessions, capturing the essence of Break’s ethos through unscripted interviews and compelling visuals.
The final deliverables, including a longer YouTube video and platform-specific social media ads, effectively showcased Break’s unique selling points, such as being a charity, providing lifelong support, and fostering a positive working environment. With warmth and authenticity, the videos conveyed the rewarding nature of working at Break and highlighted the opportunities for professional growth within the organization.
Data Driven
The collaborative video marketing campaign significantly enhanced Break’s online presence, attracting numerous prospective candidates and reinforcing its image as a top employer dedicated to making a real impact. By showcasing Break’s unique attributes and positive work culture, the videos generated substantial engagement and drove a notable increase in job applications. This success facilitated the successful launch of Break’s new services in Suffolk, with a strong team of committed professionals. The campaign effectively communicated Break’s ethos of care and support, inspiring individuals to see Break as a fulfilling career choice aligned with their values.
