Campaigning for better care



    social media management

    media relations

    profile raising

    press releases and features

    The client

    Since January 2018 we’ve supported John Woodward OBE with his campaign to introduce a salary sacrifice scheme to help people pay for adult social care. John was responsible instrumental in establishing Childcare Vouchers in 1998, helping 600,000 hardworking families access and pay for childcare and has laid out a similar system to help people pay for their own, or a loved one’s social care. Our aim has been to influence and inform key players in the care sector ahead of the release of the Government’s Social Care green paper.

    The campaign

    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.

    “I’ve worked with Papillon for a long time and believe they are the best people to help guide me through the world of media relations. This campaign for the introduction of adult social care vouchers is extremely important to me, and the Papillon team has been dynamic in its approach to raising the profile of the scheme.”

    John Woodward OBE, social care campaigner

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