Social Care Wales

Social Care Wales needed a national campaign, WeCare Wales, that could shift public perception of care work, attract new talent, and unify messaging across 1500+ employers, 22 local authorities, and 7 regions. The challenge was not only brand awareness but also deep misunderstanding: research showed that 36% of the public would not consider a job in care, 26% had never heard anything positive, and many people believed the sector had “no career progression.” The campaign needed to be warm, honest, bilingual, and consistent across a vast network of partners, all while championing real stories from the workforce.

I was a core design partner in bringing the brand and campaign experience to life. I helped develop the full WeCare Wales visual identity, including guidelines, bilingual toolkits, social assets, out-of-home applications, and the complete campaign website. I worked closely with Social Care Wales and regional partners, running working sessions, managing multi-stakeholder feedback, and ensuring visual consistency across national, regional, and local campaign outputs.

My focus was on two key things:

1. Building an identity that could be adopted everywhere and feel owned by the whole sector, and
2. Creating a digital experience that brought real care workers' stories forward with clarity and dignity.

To shape the visual language, I translated the research insights into a brand rooted in authenticity. This meant designing around real practitioners, real environments, and real voices, rather than polished or staged imagery. I crafted a warm, human-centred digital experience that guided users through stories, helped them explore roles working with children and adults, and introduced them to employers through a bilingual, fully accessible site.

I designed the campaign website, brand assets, and a full suite of bilingual materials that regional teams could use without creative support. This included launch campaigns, identity rules, photography direction, story formats, and a stakeholder toolkit that quickly became one of the most used areas of the website. I also ensured that every piece of content worked cohesively across channels, including YouTube, Facebook, Instagram and out-of-home, and that it remained visually consistent whether used by a rural employer or a national partner.

I helped embed a narrative approach that foregrounded values, progression pathways, and day-to-day purpose. The visuals were intentionally flexible so they could work across press, events, social bursts, awareness weeks, film, out-of-home and digital campaigns.

The campaign exceeded national engagement expectations in its first year:

• 25.1 million total campaign reach during launch
• 714,000+ video views of real worker stories
• 5.5 million social impressions and 107,000+ direct social engagements
• The campaign website attracted 49,749 unique visitors, with people spending over a minute on pages exploring roles and stories
• The bilingual jobs portal saw 391 available roles in its first week alone, with 542 job-seekers visiting immediately
• The Stakeholder Toolkit I helped build received 1,574+ accesses, showing its value across the entire network
• Out-of-home placements across Wales increased brand visibility, and the showreel and story films became some of the most-viewed assets in Social Care Wales’ history

Most importantly, the campaign changed the tone of public conversation about care in Wales. It helped people understand the variety of roles, the career progression available, and the real human impact behind the work. WeCare Wales became a trusted, sector-wide identity—adopted by regions, embraced by practitioners, and recognised nationally.