PR helps drive up care homes occupancy

Successful media and celebrity influencer campaigns have helped to raise awareness of MHA and the fantastic work it does to enhance the later life experience. This has boosted the number of people wanting live and work at MHA care homes.

A s a national charity, MHA enables people to live later life well. Through 90 specialist care homes, 70 thriving retirement living and 62 vibrant community groups and befriending services, MHA inspires the best care and wellbeing at every stage of later life.

With over 75 years’ experience, it puts people at the heart of everything it does in its homes and schemes across Britain. All donations and any surplus generated is invested into the services it provides for its 19,600 residents and members. It also employs over 7,500 people, supported by over 4,250 generous volunteers.

The PR objective:

Fourth Day has worked with MHA since 2016, raising the profile of individual homes by telling the stories of residents and staff. Our objective is to support occupancy and recruitment targets by demonstrating what a fantastic place an MHA care home is to live and work.

We work on stories that celebrate everything from significant birthdays, and anniversaries, to once in a lifetime experiences, friendships, love, events and anything else that celebrates the joy of life within an MHA home.

We also work on standalone projects, such as the Moment of Joy campaign aimed at highlighting the importance of music therapy to people living with dementia.

“The team at Fourth Day have supported our work in showcasing how care homes help people live later life well. They understand what makes a story and how to share that to support our communications objectives in raising MHA’s profile as one of the best care providers."
Theresa Knight PR Manager, MHA

At a glance:

  • Media coverage Helped drive up occupancy and employment enquiries
  • Reach National, broadcast, regional, lifestyle and trade press coverage
  • Celebrity influencers High profile individual secured to endorse campaigns

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Our media and celebrity influencer campaigns have drawn attention to the great work MHA is doing – and this has delivered real impact for the organisation.

Media coverage

As part of our ongoing profile raising work for MHA care homes we have secured coverage within national and broadcast media including Channel 5 News, The Independent, The Guardian and The Telegraph; regional coverage across the North East, North West, London, the South East and the Midlands, and coverage in lifestyle publications including Pick Me Up.

Celebrity support

For the music therapy campaign alone, we achieved 31 pieces of coverage across regional, national and broadcast press, including interviews with four BBC outlets. We also secured celebrity endorsement on social media from a range of influencers including Stephen Fry, Michelle Visage and Dick and Dom.

Impact for the organisation

Our work has helped raise awareness for specific initiatives, such as music therapy and specialist dementia care. But, it has also supported MHA’s broader marketing objectives which aim to drive enquiries to specific homes and bolster recruitment campaigns.

Media coverage

  • Residents with dementia find comfort and joy in robotic pets

    Staff have also been trained to treat the robots as they would a real animal in front of residents with dementia. i News

  • Dementia & Me

    Inspirational man writes song as reminder that life continues despite being diagnosed with dementia. Channel 5 News

  • NHS Heroes: Care home shares heartwarming video of residents

    Montpellier Manor have compiled a video of residents' 'we miss you' messages and a staff sing-along Gazette Live