BROADENING OUR SOCIAL IMPACT
This year, we launched two nationwide campaigns to expand our impact beyond our homes by supporting the wider community with care decisions, and busting myths around care home life. In June 2023, to mark Care Home Open Week, we launched a nationwide campaign to de-bunk common myths about life in care homes. ‘Keys to Open Minds’ involved residents and colleagues across our care homes going out into their communities and placing wooden keys in public areas and sharing them with businesses. The keys carried tags with messages that spelled out common myths around care homes and challenged them with facts. Residents and colleagues enjoyed getting out and about in their local areas, making conversations and connections and speaking to their local radio station. The story was covered in sector press, regional and local media, with an estimated reach of 10.3 million people. We then introduced our Warmth of Care campaign, where we provided free resources to families and older people who might be struggling more during the winter. The campaign shared advice on how to approach the subject of care, as well as support for keeping well during the winter months. As part of the campaign, our homes also extended an invite to their Christmas lunches to older people in the local community who might be experiencing loneliness during the winter.
“Our winter campaign allowed us to reach people at a time that is often a struggle for older people and their families. Our research showed that the increase in support families give to their older loved ones during winter can be challenging. Being in a position to support families during these times and allows us to further expand our social impact”, shares Shona King-Abraha, Greensleeves Care’s Director of Business Development. “Keys to Open Minds allowed us to combat some of the still prevalent misconceptions around care homes. As our own data shows, the reality is that for the vast majority of residents, care homes are a positive, much-valued chapter in people’s journey through later life.
“Long-standing myths are damaging not only for the sector, but for the thousands of families looking for specialist, 24-hour care for their loved ones. They want to feel confident and empowered in the choices they make. At Greensleeves Care, we believe that feeling empowered starts with having a myth-free, more accurate idea of what it is like to join a care home community.”
Shona King-Abraha, Director of Business Development
24
Our Impact in 2023 – 2024
25
Made with FlippingBook flipbook maker