HomeCare Associates (HCA) is a thriving homecare provider. With its 20th Anniversary approaching, the employee-owned company that’s a welfare-to-work model imagined a humble but meaningful celebration that resonated with government officials and its own employees. It turned to the Agency for a modest BIG idea. The Agency:
- Created “Hug a Caregiver Day.” A highlight of the day’s activities was a dramatic 40-person group hug involving HCA leaders, homecare workers and political representatives.
- Secured acknowledgement of HCA’s Mission and Anniversary from numerous elected officials.
- Deployed a media relations campaign that boosted employee morale and built HCA’s brand visibility in a competitive marketplace.
The Group Hug was the key visual in a feature segment on the region’s top-rated television network, 6 ABC and on the front page of Metro, the region’s daily newspaper distributed on public transit. There was also an hourly story with employee interviews on Philadelphia’s KYW AM, the leading all-news radio station. “Hug a Caregiver Day” gave one small homecare company a visible vehicle for celebrating its caregivers while acknowledging a milestone anniversary.