Norfolk Care Careers
Care Campaign
The Brief
Feature real, local care workers to foster authenticity, challenge stereotypes and emphasise career variety.
Sectors: Public Sector
Services: Design | Film | Audio
An Overview
Norfolk Care Careers is a county-wide initiative to promote rewarding, flexible careers in adult social care. With a growing need to attract younger people into the sector, the campaign focuses on Gen Z (ages 16–27), aiming to challenge perceptions, highlight the lifestyle benefits of care work, and address a significant age gap in the workforce.
To help launch this new direction, Norfolk Care Careers partnered with video production design agency Meantime Studio to develop a campaign that cuts through the noise; authentic, visual, and built to last. At the heart of the brief: show real young people doing real care work, and position social care as a viable, purposeful lifestyle for the next generation.
Our Approach
We embedded ourselves in the lives of four young care workers
Deliverables:
- 4 x Films
- Digital Toolkit
- 2 x Spotify Ads
This wasn’t a campaign about statistics or generic career promises—it was about people. We embedded ourselves in the lives of four young care workers across Norfolk, spending time with them on early morning rounds and evening check-ins. We listened, observed, and carefully documented their day-to-day in short documentary-style videos. Each story offered a different lens on care: the routines, the relationships, the emotional weight, and the joy.
At the same time, we built a vibrant creative identity and campaign toolkit designed to be recognisably “Gen Z”—bold in look, honest in tone, and rooted in real experiences. The campaign’s creative centrepiece, “Care is a Lifestyle,” repositions care not as a fallback or stop-gap job, but as a flexible, meaningful, people-first career path. Every design decision—from the colour palette to the motion graphics—reflected that ethos.
“This campaign reclaims the narrative around care work. Showing it not as a fallback, but as a bold, human-first career choice full of purpose, connection, and quiet strength.”
Deliverables
Enabling Norfolk Care Careers to sustain the look and feel of the campaign over the next three years
We delivered a complete digital campaign toolkit and five short films, giving the Norfolk Care Careers team everything they needed to take the message further across digital channels, social media, and future recruitment drives.
Digital Toolkit:
- A bespoke campaign identity
- Colour palette and typography
- Image and video guidelines
- Iconography and graphic treatments
- Social media templates and motion graphics assets
- End card templates for future video content
Video Series:
- 4x documentary-style profile films (2–3 mins each)
- 1x campaign overview film
- All filmed with real care workers on location
- Authentic voiceover and subtitles for accessibility and reach
The toolkit made by meantime production design agency was built for longevity, —without losing momentum or creative quality.
The Outcome
The final films have become the emotional and visual anchor of the campaign—moving, grounded, and honest. Young audiences are seeing care work not as a compromise, but as a career with flexibility, fulfilment, and real human impact. The videos have launched in a social media campaign alongside a new website, a Spotify ads, and are already helping the Norfolk Care Careers team engage a fresh wave of applicants.
Meanwhile, the toolkit and creative assets are being used across the campaign’s touchpoints—from organic content to paid advertising—ensuring a consistent and confident identity across the board.
Why Meantime
As a video production design agency with a passion for social impact, Meantime Studio was uniquely placed to take on this brief. With a blend of filmmaking, campaign design, audio mastery and audience insight, we delivered more than just content; we built a platform for change. Our in-house team of directors, editors, and designers worked closely with Norfolk’s care community to produce something authentic, respectful, and ready to grow.
Credits
Design Lead
Conner Perry
Videography
Ben Lambert
Editing
Ben Lambert
Martin Eke
Luke Billing
Annu Kolthammer
Producer
Annu Kolthammer
Special Thanks
The Norfolk County Council team and all participants!
