Promoting the launch of the new foundation
accounts reached on Facebook and LinkedIn
LinkedIn engagement rate, which is 4x times the average benchmark
new followers from the target audience for the newly created LinkedIn page
The challenge
Launched in 2022, the Blue Light Card Foundation was created to give back to those who give the most – supporting NHS staff, emergency services, the armed forces and the social care sector. While the Foundation shared the ethos of the well-established Blue Light Card brand, it had its own distinct purpose, voice and audience. The challenge was to support the Foundation’s launch in a way that built long-term visibility, established a clear identity, and protected the wider brand reputation, while ensuring that the people it exists to serve felt seen and supported from the outset.
Our approach
We developed a tailored social media strategy to define the Foundation’s content pillars and engage its key audiences across Facebook and LinkedIn, using both organic and paid activity. Working closely with the Foundation team, we designed and delivered a two-month launch campaign that brought its purpose to life online and laid the foundations for future growth.
Alongside content creation and deployment, we carried out a full audit of the Foundation’s website—ensuring its messaging aligned with its values and improving the user experience across channels.
From launch to legacy, we helped the Blue Light Card Foundation connect meaningfully with the communities at the heart of its mission.
