We’re working with John to help bring this vision of sustainable funding for the care sector to life through a mix of traditional media relations and a digital networking campaign.

The campaign began with a focus on raising John’s profile within the care sector, securing a number of features in key trade publications, updating his LinkedIn and establishing his Twitter account. We also put together a social media strategy to help John network with people in the sector as well as important stakeholders such as MPs and Councillors, many of whom have requested the salary sacrifice proposal. John has also used the platform to directly contact national and trade journalists and tell his vision for the vouchers.

A large part of the campaign has been identifying reactive opportunities to ‘newsjack’ and creating story opportunities to promote the vouchers. We’ve worked together with John to write up and share his opinions to the latest national care news and how the voucher scheme could help, resulting in national coverage in The Independent.