Study Social Work campaign 2022/23

We understood that the Social Care Council was facing a number of challenges. It was seeking to drive awareness of social work as a positive study and career choice and address a low proportion of men and minority groups applying for social work. We recognised that a short-term social media campaign including paid and organic posts, a launch plan and stakeholder promotion toolkit was required to support an advertising radio campaign, capturing the attention of the agreed target audiences, and creating an interest to find out more by checking out the Social Care Council’s website.

Research +


While doing our market research, we found that at the end of 2022, an OFCOM report showed that internet users in Northern Ireland aged 15+ spend on average 39 minutes per day on Facebook and Messenger. By using this channel to promote what the Social Work degree is, how to apply to it and why you should, we ensured that we would reach all four target audiences and provide them with clear information and a direct call to action. We also found that 35-44- and 45–54-year-olds in particular spend most of their time on Facebook and Messenger channels when using social media, with these age ranges being included in our key demographics of parents and teachers across NI.

Delivery +


We proposed an omni-channel approach in delivering against the objectives of the campaign to ensure we were targeting the correct audiences in the right way with the relevant messaging. We wanted to make a big splash with the launch with behind-the-scenes shots to share across digital media and to highlight both the complexity and joy many take from the job. To further illustrate the value of the work that is carried out by carers, we produced three campaign ‘hero videos’ to support the launch and give a deeper emotional connection that many careers have to those they support and to ultimately inspire admiration.

The AIKEN team have also established mutually beneficial relationships with local media, which supported the Social Care Council in delivering message-rich, positive news and features with measurable results. Developing a detailed social media calendar that acted as a guide for paid social allowed the AIKEN team to strategically plan posts and ultimately increase engagement. Media partnerships with some of the Northern Ireland’s leading publications and with the number one commercial station here meant that we were able to guarantee cut through for the client.


Analysis of our campaign conveyed the deliberate intention to target specific groups and this proved that our tactics worked in reaching our target audiences:


Obtaining extensive coverage in local and national press across Northern Ireland,  both the Belfast Telegraph and Irish News covered the story, with the Irish News having a combined total of page visits for this article of 511.


We were able to secure a unique interview with BBC Radio Ulster for the Lynette Faye show. Lynette spoke to mum of two and senior support worker Rachael, along with her patient Thomas on the unsung heroes making life better for people in the community and why they got behind the 'Making a Difference' campaign to celebrate and promote social care as a career.


In addition to the above, our Facebook targeted ads provided us with a total reach of 1621, with combined impressions reaching  1896.

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