'Not Just a Carer' campaign aims to put profession in spotlight

Home Instead, the leading provider of home care services, has launched its pioneering campaign, 'Not Just a Carer', aimed at dispelling myths surrounding the care sector and hightlighting the incredible stories of real people receiving care so that they can remain living in their own home.

For far too long, caring has been undervalued, with dedicated family carers and skilled professional carers often described as "just a carer". According to recent findings from Family Carers Ireland, family carers alone are saving the state a staggering €20 billion annually, contributing an extraordinary €19 million unpaid hours per week— underscoring the urgent need for increased recognition and support for the vital role played by those who care in our communities.

The Global Coalition on Ageing’s Workforce Report (2021) of which Home Instead was a sponsor uncovered this “image problem” stating that “Too often the long-term care sector is perceived as low-skilled when in fact, the technical and soft skills needed to perform caregiving work require a high level of emotional intelligence, interpersonal and communication skills, flexibility to quickly act in emergencies, grit and determination, and physical and emotional fortitude.” In support of altering this narrative Home Instead is leading the way to professionalise caregiving —and have those that work in the sector as care professionals.

Home Instead maintains its leadership in this area through ongoing initiatives to improve its CAREGiver experience with a commitment to values and excellence. These high standards drive best-in-class training and operations, setting a benchmark for the sector.

Amidst this dynamic environment, Home Instead prioritises career growth, as evidenced by numerous managers who began as Home Instead CAREGivers, highlighting the organisation's dedication to providing a supportive and rewarding career path for its employees.

Home Instead's 'Not Just a Carer' campaign seeks to further change this perception by showcasing the remarkable skills, knowledge, and commitment that CAREGivers bring to their roles every single day.

The campaign will span various media channels, including TV, print, broadcast, and social media. It will feature the inspiring stories of Professional CAREGivers from across Ireland, highlighting their ingenuity, compassion, and creativity in improving the lives of the people they care for.

One of the campaign's central narratives revolves around Nora, a lady living with dementia, whose anxiety stems from the perceived displacement of rooms in her home. Nora's Home Instead CAREGiver, Joan, in a touching and innovative approach, captures images of each room and sticks them to the outside of each door. This simple yet effective solution helps Nora navigate her surroundings with confidence, easing her anxiety and fostering a sense of home.

The 'Not Just a Carer' campaign celebrates Home Instead CAREGivers and their commitment to making a positive difference in the lives of those they care for. It is an invitation to individuals with a passion for caregiving to join the Home Instead team on its mission to enhance the lives of ageing adults and their families.

"We are immensely proud of our Professional CAREGivers and their commitment to changing lives. 'Not Just a Carer' is not just a campaign; it's a testament to the extraordinary work happening daily across the country," said Lorraine McLaughlin, General Manager at Home Instead Offaly.

Deirdre Donaghy, Head of Marketing at Home Instead, said: “Delivering quality home care starts with finding the right people to care for our clients. That’s why we wanted to use real care scenarios to show exactly the kind of professional CAREGivers we’re looking for. They are people who value relationships and use their skills, attitude, and personality to ‘find a way’ to solve a problem, ultimately helping our clients continue being who they are, living fulfilled lives in the place they are most familiar.

“We launched the campaign over Christmas during a time when we know families are coming together and may be faced with the realisation that parents and grandparents need some extra support. We’d urge anyone is this situation to reach out to us and our care teams will be happy to help.”

As we start the New Year, Home Instead invites individuals with a heart for caregiving to join our team, where their skills, compassion, and creativity can truly make a difference.

For more information about the 'Not Just a Carer' campaign or to explore career opportunities with Home Instead, please visit HomeInstead.ie/notjustacarer or contact 044 938 5260.