The challenge

Access Social Care is a non-profit organisation that provides free legal advice for people with social care needs.

It had developed AccessAva, an online tool designed by lawyers to give people clear, free legal guidance on social care. Until this point, the tool was only available through partner organisations, limiting its reach to their B2B2C audience.

The challenge was to launch AccessAva directly to the public and do so in a sector that is complex, emotionally charged and often avoided altogether. Social care is difficult to navigate, full of jargon and misinformation, and typically searched for during moments of stress or crisis.

Access Social Care needed to raise awareness of AccessAva, build trust quickly, encourage people to actively use the tool and position it as a credible, human and empowering source of support.

Our approach

We developed a human-led, multi-channel campaign designed to demystify social care and meet people where they were, emotionally as well as digitally.

Our insight phase explored the barriers people face when seeking social care support, alongside perceptions of chatbots and online advice. This revealed a clear opportunity: people wanted something simple, free and immediate, but backed by real legal expertise.

From this, we built a clear, impactful narrative – AccessAva: social care made simple. The creative anchored around a message of reassurance and empathy: I see you. I get you. I’ll help you – now.

The campaign centred on a hero video that visualised the frustration of trying to access support in a broken system. Using a single, repeated frame across changing seasons, the film showed how long, exhausting and frustrating the process can be for a person who actively needs care – before AccessAva is offered as a solution.

This was supported by a mix of paid and organic social activity across Meta and TikTok, using animation, photography and people-to-camera videos to explain the benefits of AccessAva in a clear, relatable way. Influencer partnerships with voices such as The Honest Carer and Chronically Jenni helped bring real-life credibility and reach communities with lived experience of the system.

Alongside this, we ran a high-intent Google PPC campaign, ensuring AccessAva appeared at the exact moment people were actively searching for social care support. As performance data came in, we worked closely with Access Social Care to pivot budget towards the most effective channels, creating a fully integrated approach that balanced awareness with conversion.