Campaign Statistics:  

  • 28 Items of Coverage 
  • Audience Reach: 34.4 Million 
  • Air Time: 101 Minutes
  • Estimate Coverage Views: 383K
  • Circulation: 1.24M
  • Social Shares: 208

*Statistics exclude BBC Newsnight

Martin Green CEO of Care England

4media group worked on a media campaign with Care England to promote their wider project striving for better funding for Care Homes.  The media campaign preceded and coincided with Care England’s CEO, Professor Martin Green CEO from Care England giving evidence to the Lords Economic Affairs Committee on social care funding. He urged the government to act and present a green paper outlining how the government will protect and guarantee beds for those in need. Professor Green joined us in the studio to front the broadcast day to talk about his forthcoming appearance at the House of Lords and the issues surrounding care homes in England. 

New research by Care England revealed how care homes across Britain have been stretched to breaking point. Hundreds of care homes have had their budgets severely limited and the results have been nothing short devastating. The sector has been hugely over looked by previous governments. The lack of investment has led to an economic failure and has ultimately left care homes unprepared, as more people are living longer. The government have left hardworking people who spent a life time paying in to a system short changed. Council fees are not keeping pace with rising costs and providers are making difficult decisions to either close services, or are refusing council placements, despite increasing numbers of vulnerable people requiring social care support.   

Looking ahead, Care England analysis shows a projected 7.5% jump in the number of older people in care homes by 2020. It is clear that without immediate intervention the care sector will be in a dire situation next year.  And to follow up what the 7.5% jump in number of older people in care homes equates to, in terms of additional money, Care England report that the direct care workforce will need to increase by a total of 37,550 individuals by 2020. If these direct care staff were to be paid at the current NMW levels, this would require an additional £581m next year (2019/20) alone just to cover staff costs. 

The campaign secured widespread media coverage across broadcast and news outlets, with highlights including 3 region BBC stations, Sky News Radio, LBC, a double page spread in the Daily Express with a follow up column from Leo McKinstry, The Express Online, articles in The Mirror in print and online. The campaign is also set to feature on BBC Newsnight.  View the full coverage here. 

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