A carer resting a hand on the shoulder of an older man in a wheelchair, looking out at a garden

Vida Healthcare

Building a trusted national voice for specialist dementia care.

Key results

2,971 pieces of coverage across national, regional, trade and broadcast media
More than 187.8 million total reach
More than £4.2 million AVE and a 37:1 return on investment
Almost 60% of coverage in Tier A publications
More than 1,400 pieces of coverage from the Changing Perceptions of Care campaign
More than 320 radio features and TV interviews from the campaign
Coverage in The Telegraph, BBC Breakfast, Metro and SheerLuxe

Positioning a specialist care provider as a leading voice in its sector

Changing the conversation around care.

Vida Healthcare wanted to be recognised as a leading authority in specialist dementia care. Our long-term partnership has grown with the business and adapted to major changes in the social care sector, including the Covid-19 pandemic.

We combined thought leadership, original research, broadcast interviews and proactive media relations. When public attitudes towards care homes shifted during the pandemic, we changed direction and launched the Future of Care campaign to share positive stories and champion the sector’s progress.

We later developed the research-led Changing Perceptions of Care campaign, challenging outdated views and creating a clear platform for Vida’s expertise. By making complex care issues accessible and giving the media knowledgeable spokespeople, we established Vida as a trusted source and an advocate for positive change.

“It’s an absolute pleasure working with Lucky North. They understood our message from day one and in return produced excellent campaigns and press coverage. Lucky North has introduced Vida Healthcare's homes as centres of excellence for dementia care through their hard work, dedication and passion. We thoroughly enjoy working with the team”

Emma Lister, Head of Admissions and Marketing