Overview

The Bupa 'Big 12' is a programme of monthly themed activities which are intended to provide stimulating activities for residents, involve local communities and help promote Bupa's care homes as sociable and engaging places to live.

Source's role

Source works closely with the Bupa team to brainstorm ideas for the "Big 12" and then promote the events in Bupa's target media.

For January 2011, Source chose to tie-in with National Storytelling Week (29 January to 5 February) and celebrate the art of storytelling.

The central idea was that Storytelling Week would enable residents of all ages and capabilities to get involved, and the sharing of classic tales would trigger reminiscence and stimulate memories - a key aspect of working with older people, many living with dementia.

All Bupa care homes were encouraged to host storytelling events, which Source publicised through Bupa target media - primarily local and regional press - where budding storytellers, schools and local communities were invited to join them and share their own tales.

The media coverage generated over 100 print and online newspaper cuttings, as well as local BBC radio interviews. Over 700 members of local communities visited care homes throughout the week.

Did you know?

One of our favourite campaigns has to be in 2009, where Bupa residents set a set a new Guinness World Record for knitting the world's biggest tea cosy!

The record was attempted to raise awareness of one of Bupa's "Big 12" events, 'Communi-tea Week', which is a giant tea party helping tackle the problems of isolation and loneliness in older people.

Bupa Care Homes

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www.bupa.co.uk/care-homes