CLS Care Services

‘The World’s Oldest Netball Team’

The brief

To raise the profile of CLS care homes through imaginative media campaigns that challenge traditional ideas about residential care and enable the group to attract customers and maintain high occupancy.

The results

The 'World's Oldest Netball Team' story was featured on BBC North West Tonight, BBC Radio Manchester, BBC Radio 2, TalkSport, as well as in local newspapers: Manchester Evening News, Warrington Guardian, Wigan Evening Post, Leigh Reporter, Metro (London), Netball Magazine and on digital platforms including The Independent Online and New York Daily News.

All coverage named either CLS or the care home by name and presented the home in an extremely favourable light.

Granada Reports and Channel 5 also approached Triangle regarding broadcasts but the home was unable to accommodate the TV crews on the days they rang.

BBC Radio Manchester did a follow up item featuring the home’s activity co-ordinator.

The coverage generated by the story also won the residents of the home a Community Inspiration Award at Warrington’s Older People’s Celebration Day in recognition of their efforts to motivate older people in their local community to keep active.

Following the media activity, the home received high levels of enquiries, helping it to maximise its occupancy levels in an extremely competitive marketplace.

What we did

To challenge the idea of homes as ‘sleepy’ places, where residents are just left to sit in a chair all day, Triangle focused on the work of homes’ activity co-ordinators that were enabling residents to remain active in ways that would defy expectations of what goes on in a care home.

Triangle believed that a PR campaign around the activities arranged for residents, such as older people taking part in sport and interacting with unusual animals (eg donkeys, snakes and chickens), offered strong news angles with even stronger picture opportunities.

Seeing one of the exercise classes that involved residents throwing a ball into a netball-type net, Triangle devised the idea of ‘The World’s Oldest Netball Team’

A story around the team was developed and it was rolled out to local press, regional broadcast media and national media, with Triangle setting up a series of press calls and interviews.

The World's Oldest Netball Team typifies the Triangle approach to telling the CLS story.