Nellsar Putting People First


Nellsar is a group of 13 care homes across Surrey, Kent and Essex.

Throughout the Covid pandemic, we focused on delivering PR results that presented heart-warming, inspiring stories from within Nellsar’s homes, as we sought to counteract the negative narrative surrounding care settings at the height of the pandemic.

Our PR work generated more than 190 pieces of positive coverage, with stories that included a resident who celebrated their 100th birthday having beaten Covid, while we even generated national coverage via The Sun and Daily Star about a carer who brings her dog to work to cheer up residents.


With care sector staffing at crisis levels though, another key element centred on promoting recruitment, with Nellsar asking us to work on a campaign to alleviate staffing pressures.

Opting to look at Nellsar’s existing workforce for inspiration, we asked anyone with an interesting background who’d recently joined to make themselves known to us – which revealed a former circus entertainer, Daniella, and former BA Cabin Crew member, Hayley, amongst their present teams.

Recognising the chance to highlight the diversity of jobs in care, and the fact there were opportunities for anyone from all works of life, we pushed their stories out to press.


Achieving national coverage, which even included a series of articles chronicling Hayley’s experience via the Express online, the highlight for Nellsar was a segment on ITV Meridian, which focused on their backgrounds and current care roles. With the core audience being prospective employees based locally to its homes, the team at Nellsar were delighted and fielded a raft of job enquiries in its wake.

Overall, the campaign achieved more than 200 pieces of coverage for Nellsar, causing an increase in both resident enquiries and job applications.