London Calling for Certitude - Best 'Not For Profit' Campaign Winner - Network - The Independent Agency Awards 2022

Campaign Summary:

Certitude is London’s leading adult social care provider, working across 17 London boroughs to support people with learning disabilities, autism and mental health support needs. Certitude’s mission is to offer support where it is most needed, helping people to develop new skills, meet new friends and ultimately live the life they want.

Certitude relies on the commitment and skills of its dedicated support workers but in 2021 new recruits were in short supply. That prompted the launch of a three-month campaign beginning in October 2021 to boost support worker recruitment.

‘London Calling’ – a creative of the spoken word – was born from the thought that Certitude is a London charity: it’s for Londoners and powered by Londoners. London is a beautiful, vibrant and diverse city to which people flock to pursue their dreams.

The campaign successfully delivered 453 applications at the time of writing – more than double the original target. The integrated TV, social and search activity led to a 271% increase in weekly sign ups, from an average of 21 per week to 78 during the campaign period. There has also been a hugely positive reception to the campaign from London’s support worker community.

- Network​