The Valleys, an elderly care home in Scunthorpe run by United Health, wanted to use social media to raise awareness of its services, in particular respite care, where a family can bring a relative to stay for a few days while they take a break.
Respite care is often held back by guilt: families feel they are abandoning a parent by asking for help. The campaign was written to address that directly, presenting a short stay as good for both the carer and the person being cared for.
The campaign used a mix of content: stories and testimonials from residents and families, posts showing the home’s facilities, activities and personal care, and practical information for families managing the care of an older relative. Posts were designed to invite comments and conversation, so the home could build a local community around its pages.
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