Summer 2022 saw record breaking temperatures. It’s not a cause for celebration for everyone though, particularly not our older population. We were keen to use our client Home Instead’s position as market leaders in the home care sector to demonstrate how, with a few simple measures, older people can stay safe while it’s hot.
Pitching to the media, we sparked the interest of various broadcast media who were keen to hear what Home Instead had to offer. We were delighted to land some credible media coverage that raised awareness of how our older population are affected when temperatures soar.
Various media outlets filmed Home Instead care professionals taking steps to ensure that their clients stay safe, and some gave an interview to camera explaining why we should all take extra care of our older loved ones in sizzling temperatures. Some clients gave an interview too where they discussed how they were finding the heatwave, and we loved hearing them throw in some humour; one lady expressed her disappointment that she was urged to drink lots of water and not Baileys!
Having generated eight pieces of broadcast coverage – three national and five regional – we were delighted to see Home Instead’s advice go far and wide. Often elderly people are overlooked, but thanks to our tenacious media pitching, we showed that there’s a portion of the population that should be considered when temperatures rise.
We love newsjacking at Calvin Marketing. And it’s even more worthwhile knowing that in doing so you’re helping people in challenging times.