Having launched social care start-up Cera Care in 2017 with a PR Week Award in the Healthcare category, we’ve had to maintain high visibility in news and healthcare media. As a result of the COVID-19 outbreak much of the UK’s social care system has been overwhelmed by increased demand for carers, and drastic operational challenges. In response, Cera Care, created over 10,000 new carer roles across the UK, and committed to train and deploy new carers within ten days of their initial application through its pioneering digital skills programme. 


To deliver the maximum volume of impactful editorial coverage, we undertook an extensive executive profiling campaign with Cera Care’s CEO – Dr Mahiben Maruthappu – to establish him as the country’s voice of authority on the social care market, and to deliver a clear call to action for applications from those interested in becoming frontline carers.


During the campaign, we were able to secure over 30 standalone pieces of coverage as a result of the initial announcement, including articles in The Guardian, The Times, The Daily Telegraph and The Sun among others. Additionally, we also secured broadcast interviews for Dr Mahiben on BBC News, Sky News and LBC. In addition, we undertook extensive regional media outreach across Cera Care’s target domestic markets to engage potential applicants, resulting in a further 20 pieces of regional coverage across a number of UK towns and cities.