CASE STUDY
Called to Care
We pulled at the heartstrings to reverse statewide shortage of caregivers.
The Client
Oklahoma Human Services is a state agency that helps more than one million Oklahomans each year across a wide range of services including food assistance, child support, child care, reporting abuse, disabilities services and caretaker needs, among others.
The Ask
Oklahoma Human Services engaged Candor to help recruit direct support professionals (DSPs), who help people with developmental disabilities and older Oklahomans live more independent, fulfilling lives.
Research & Branding
In interviews with DSPs, we learned the vast majority stay in the job to make a difference in people’s lives. We developed a fully integrated marketing campaign dubbed Called to Care as a nod to the higher purpose DSPs serve.
The Campaign
Research informed our target personas, which included hourly workers, college students, single parents and retirees — all who valued the higher purpose of the job and the flexibility it provides. CalledToCareOK.com served as a content hub for the campaign, which ran across traditional outlets (print, billboards, cable, radio) and digital outlets (Meta, Google Paid Search, YouTube, Connected TV, Spotify, Nextdoor) for 15 months.
Vertical Videos
The campaign drove real-world action.
In addition to the campaign’s top-tier advertising metrics, we also received anecdotal feedback of its success from the client.
“Candor created a vibrant brand and a heartfelt, moving campaign that feels like nothing a government agency has ever done. When playing ‘Called to Care’ videos in meetings with provider agencies, there are few dry eyes. The advertising metrics are incredible, and we know from conversations with a few provider agencies that hiring numbers are up.”