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Case Study
Big Care Debate

Department of Health

Department of Health


Our challenge was to drive people to participate in an online consultation about the future of social care; however, getting people to think about the type of care they might need when they are older is a tough order. 


We needed to make thinking about care a more immediate reality so we created an online application that people could use to see themselves in twenty years' time. We took the ‘face morph’ on tour to drive media coverage around a series of regional consultation events and combined it with data on people’s attitudes to care to secure national coverage.


We generated over 180 pieces of coverage with a media reach of nearly 50m. The campaign saw over 110,000 hits to the website and 28,000 public contributions to the consultation – the highest ever number for a Department of Health consultation.

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