Bridgehead Communications
GoodOaks Homecare

Case study · GoodOaks Homecare

The PA exclusive that fired across 40 titles in one morning

We launched You Are Not Alone, a national campaign for unpaid carers, placing it simultaneously in The Independent, 40+ regional newspapers via the Press Association, and directly in front of MPs who sponsored the Carer's Leave Act.

58

pieces of coverage

53

outlets and editions

1

country

123.1M

audience reach*

Where it landed

One piece, fanned across the country

London and the South East · 2.8×
#Town · strongest titlesPieces
  1. 01LondonThe Independent and 3 more6
  2. 02GlasgowDaily Record, The National, Glasgow Times3
  3. 03OxfordOxford Mail, This Is Oxfordshire2
  4. 04LewesSussex Express2
  5. 05WeymouthDorset Echo2
  6. 06BelfastThe Irish News1
  7. 07King's LynnGreatest Hits Radio (West Norfolk)1
  8. 08YorkThe York Press1
  9. 09WolverhamptonExpress & Star1
  10. 10BromleyNews Shopper1
  11. 11TauntonSomerset County Gazette1
  12. 12BuryBury Times1
  13. 13Kingston upon ThamesSurrey Comet1

58 pieces counted from the coverage book piece by piece, 52 of them from newsrooms on this map. 6 pieces on 5 platforms with no newsroom (Yahoo News UK, Newswav, Info-Flash, Lumi News, holdsharmonynews) counted but not placed.

Land with coverage is lit. Each bright dot marks a town with a newsroom carrying the coverage; the rows beside the map name its titles. 42 towns are pinned in all.

Arcs draw from the source to each newsroom in the order the pieces ran, and every town it reaches lights its pin and its row. Hover a row or a pin to light the pair. The newest pin keeps a slow pulse.

*audience reach and estimated readers, Portal Coverage Builder, September 2026. Portal Coverage Builder: one audience-reach figure per outlet domain (the maximum reported), summed across every domain; estimated readers is the sum of views across every piece. Figures reproduce the portal's own method exactly; a title that carries several pieces is counted once for reach (its highest reported figure) but every piece counts toward readers.

Brief

The brief

The brief

GoodOaks appointed Bridgehead to launch and promote its You Are Not Alone campaign, a national initiative designed to support and champion the UK's 10+ million unpaid carers, timed to coincide with the introduction of the Carer's Leave Act.

An award-winning homecare provider with 22 franchises across England, offering live-in and visiting care services.

Objectives

  1. 01Raise national awareness of the challenges unpaid carers face across England.
  2. 02Position GoodOaks as a leading national voice in adult social care.
  3. 03Drive engagement with a new online resource hub and helpline.
  4. 04Leverage the Carer's Leave Act as a timely policy hook.

The approach

How we approached it

A research-led PR strategy built around an independent survey of 1,000 unpaid carers, timed to the Carer's Leave Act, exclusive to the Press Association, and supported by parliamentary engagement with the Act's sponsors.

01

Press Association exclusive

Offering the findings as an exclusive to the Press Association ensured simultaneous national and regional distribution on launch day, reaching 40+ titles at once and giving GoodOaks coverage scale it couldn't have achieved individually.

02

Regional franchise activation

We issued localised press materials incorporating regional polling data across all 22 franchise territories, ensuring that local homecare teams benefited from the same visibility as head office.

03

Parliamentary engagement

We secured commentary and interview opportunities with Wendy Chamberlain MP (sponsor of the Carer's Leave Act), Baroness Andrews and Baroness Pitkeathley (Founder of Carers UK), elevating GoodOaks into the national policy conversation.

Coverage

Selected coverage

Here are the coverage highlights

Selected coverage of GoodOaks Homecare's work with unpaid carers, from The Independent and the Daily Record to the Oxford Mail and the Dorset Echo. Click any of them to read the piece.

The breakthrough

A PA exclusive that reached 40+ regional newspapers simultaneously on launch day.

By offering the report as an exclusive to the Press Association, we ensured GoodOaks' story fired simultaneously across 40+ regional titles, in the same news cycle as The Independent, Yahoo! News and the print edition of the Daily Express. One embargo, one morning, national and regional reach at scale.

The outcome

58 pieces, 486,000 views, 40+ PA syndications, and GoodOaks positioned not just as a care provider but as the national voice on unpaid carers.

The impact

  • 0158 pieces and 486k unique views from a single campaign launch.
  • 02PA exclusive generating simultaneous coverage in 40+ regional newspapers.
  • 03Parliamentary engagement with Carer's Leave Act sponsors positioning GoodOaks in the policy conversation.
  • 0428-page report with foreword from Rt Hon Damian Green MP establishing long-term credibility.
GoodOaks Homecare
See the live coverage book

Every piece

All the coverage

48 of the 58 pieces, drifting past on one row. Pause it with the button, or hover or focus a card; click any card for the piece itself. Every piece is listed in the index of coverage.
The Business DeskDA 57

UNITED KINGDOM

Dorset-based homecare provider kickstarts ‘You Are Not Alone’ support campaign with new online resource hub and helpline for nation’s five million struggling unpaid carers

The Business Desk, Bristol · 26 Apr 2024

Dorset EchoDA 62

UNITED KINGDOM

Poundbury homecare firm launches campaign to help carers

Dorset Echo, Weymouth · 25 Apr 2024

Yahoo News UKDA 94

Dorset homecare provider launches campaign to help unpaid carers

Yahoo News UK · 25 Apr 2024

Herald SeriesDA 49

UNITED KINGDOM

Didcot company launches support campaign for family carers

Herald Series, Abingdon · 22 Apr 2024

Oxford MailDA 77

UNITED KINGDOM

Didcot company launches support campaign for family carers

Oxford Mail, Oxford · 22 Apr 2024

SurreyWorldDA 10

UNITED KINGDOM

Epsom homecare provider launches 'You Are Not Alone' resource hub and helpline for family carers

SurreyWorld, Guildford · 22 Apr 2024

Wokingham TodayDA 31

UNITED KINGDOM

Resources and free helpline launched to help unpaid carers

Wokingham Today, Wokingham · 22 Apr 2024

Caring TimesDA 27

UNITED KINGDOM

National campaign supports unpaid carers

Caring Times, London · 18 Apr 2024

Home Care InsightDA 39

UNITED KINGDOM

GoodOaks Homecare launches free helpline for carers

Home Care Insight, London · 18 Apr 2024

WarwickshireWorldDA 56

UNITED KINGDOM

Warwickshire homecare provider kickstarts 'You Are Not Alone’ support campaign for unpaid carers

WarwickshireWorld, Leamington Spa · 18 Apr 2024

Bedford TodayDA 52

UNITED KINGDOM

'You Are Not Alone’ support campaign for unpaid carers launched by Bedford homecare provider

Bedford Today, Bedford · 17 Apr 2024

Sussex ExpressDA 73

UNITED KINGDOM

Award-winning homecare provider launches ‘You Are Not Alone’ support campaign for family carers

Sussex Express, Lewes · 17 Apr 2024

Caring TimesDA 30

UNITED KINGDOM

Just 12% of unpaid carers understand new Carer’s Leave Act

Caring Times, London · 8 Apr 2024

Border Counties AdvertizerDA 44

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Border Counties Advertizer, Oswestry · 5 Apr 2024

Bridgwater MercuryDA 50

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Bridgwater Mercury, Bridgwater · 5 Apr 2024

Bromsgrove AdvertiserDA 48

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Bromsgrove Advertiser, Bromsgrove · 5 Apr 2024

Bury TimesDA 58

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Bury Times, Bury · 5 Apr 2024

Dorset EchoDA 62

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Dorset Echo, Weymouth · 5 Apr 2024

Falmouth PacketDA 56

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Falmouth Packet, Falmouth · 5 Apr 2024

Gazette & HeraldDA 52

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Gazette & Herald, Malton · 5 Apr 2024

Glasgow TimesDA 73

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Glasgow Times, Glasgow · 5 Apr 2024

Greatest Hits Radio (West Norfolk)DA 79

UNITED KINGDOM

Norfolk charity supporting carers says new law will make a "huge difference"

Greatest Hits Radio (West Norfolk), King's Lynn · 5 Apr 2024

Hampshire ChronicleDA 57

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Hampshire Chronicle, Winchester · 5 Apr 2024

Harrow TimesDA 53

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Harrow Times, Harrow · 5 Apr 2024

Home Care InsightDA 39

UNITED KINGDOM

GoodOaks Homecare report presents 'uneasy' findings for politicians

Home Care Insight, London · 5 Apr 2024

Irvine TimesDA 48

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Irvine Times, Irvine · 5 Apr 2024

Kidderminster ShuttleDA 54

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Kidderminster Shuttle, Kidderminster · 5 Apr 2024

Knutsford GuardianDA 52

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Knutsford Guardian, Knutsford · 5 Apr 2024

Leigh JournalDA 53

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Leigh Journal, Leigh · 5 Apr 2024

News ShopperDA 70

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

News Shopper, Bromley · 5 Apr 2024

Richmond & Twickenham TimesDA 57

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Richmond & Twickenham Times, Richmond upon Thames · 5 Apr 2024

Slough ObserverDA 53

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Slough Observer, Slough · 5 Apr 2024

Somerset County GazetteDA 59

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Somerset County Gazette, Taunton · 5 Apr 2024

South Wales GuardianDA 51

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

South Wales Guardian, Ammanford · 5 Apr 2024

Surrey CometDA 58

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Surrey Comet, Kingston upon Thames · 5 Apr 2024

Sussex ExpressDA 72

UNITED KINGDOM

Nearly three-fifths of unpaid carers in the South East struggling to meet health and wellbeing needs

Sussex Express, Lewes · 5 Apr 2024

The NationalDA 77

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

The National, Glasgow · 5 Apr 2024

The York PressDA 77

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

The York Press, York · 5 Apr 2024

This Is OxfordshireDA 44

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

This Is Oxfordshire, Oxford · 5 Apr 2024

Western TelegraphDA 57

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Western Telegraph, Haverfordwest · 5 Apr 2024

Wimbledon TimesDA 56

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Wimbledon Times, Wimbledon · 5 Apr 2024

Witney GazetteDA 50

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Witney Gazette, Witney · 5 Apr 2024

Daily RecordDA 87

UNITED KINGDOM

New law enables carers to take unpaid leave every year due to start this weekend

Daily Record, Glasgow · 4 Apr 2024

Express & StarDA 73

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

Express & Star, Wolverhampton · 4 Apr 2024

holdsharmonynewsDA 1

Unpaid leave “huge progress for millions of carers”

holdsharmonynews · 4 Apr 2024

The IndependentDA 94

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

The Independent, London · 4 Apr 2024

The Irish NewsDA 83

UNITED KINGDOM

Unpaid leave ‘huge step forward for millions of carers’

The Irish News, Belfast · 4 Apr 2024

Yahoo News UKDA 94

Unpaid leave ‘huge step forward for millions of carers’

Yahoo News UK · 4 Apr 2024

Results

The results, 2024-04 to 2024-04

58 pieces across 1 country

Counts come from the coverage book, piece by piece. Audience figures are measured per outlet (Portal Coverage Builder, September 2026) and marked with an asterisk.
1

continent

486k

estimated readers*

*audience reach and estimated readers, Portal Coverage Builder, September 2026. Portal Coverage Builder: one audience-reach figure per outlet domain (the maximum reported), summed across every domain; estimated readers is the sum of views across every piece. Figures reproduce the portal's own method exactly; a title that carries several pieces is counted once for reach (its highest reported figure) but every piece counts toward readers.

PIECES PER MONTH, 2024-04 TO 2024-04

57Apr ’24

The April 2024 spike of 57 pieces is the busiest month in the book. Months with no coverage stay at zero. 1 piece carries no publication date, sits outside this chart and is marked undated in the index.

Research

The research

Original research built for the client

Caring Unseen: Unpaid Carers Polling Report cover

Live web edition

Cover and pages 8 and 12

Caring Unseen: Unpaid Carers Polling Report

April 2024 · 32 pages · 1,000 unpaid carers across England

Polling of unpaid carers across England, run by OnePoll for GoodOaks, on wellbeing, awareness of the support that exists and what carers wanted from a government heading into an election.

One finding. 62 per cent of unpaid carers had felt stressed in the week before the survey, 50 per cent higher than the public over the same period, and 55 per cent felt unable to meet their own health and wellbeing needs.

Read the polling

Status: Published April 2024 for GoodOaks' You Are Not Alone campaign.

For care providers

Run this approach for your own service

Our software

bamboo: care marketing software

Built by Bridgehead for UK care providers. bamboo writes Google and Meta campaigns from your CQC profile, logs every enquiry, gathers your reviews in one place and ranks your home against comparable homes nearby each week. The Shoot plan is free.

Index

Index of coverage

All 58 pieces, by country

1 country by pieces of coverage, each country’s pieces newest first, headlines as published, in one language. Broadcast, video and print items are tagged; 1 piece carry no publication date. 5 outlets with no fixed newsroom (Yahoo News UK, Newswav, Info-Flash, Lumi News and holdsharmonynews, 6 pieces) are counted but not listed by country. Open the live coverage book

United Kingdom

52 pieces · 48 outlets

The Business Desk Dorset-based homecare provider kickstarts ‘You Are Not Alone’ support campaign with new online resource hub and helpline for nation’s five million struggling unpaid carers · United Kingdom

26 Apr 2024

Dorset Echo Poundbury homecare firm launches campaign to help carers · United Kingdom

25 Apr 2024

Herald Series Didcot company launches support campaign for family carers · United Kingdom

22 Apr 2024

Oxford Mail Didcot company launches support campaign for family carers · United Kingdom

22 Apr 2024

SurreyWorld Epsom homecare provider launches 'You Are Not Alone' resource hub and helpline for family carers · United Kingdom

22 Apr 2024

Wokingham Today Resources and free helpline launched to help unpaid carers · United Kingdom

22 Apr 2024

Caring Times National campaign supports unpaid carers · United Kingdom

18 Apr 2024

Home Care Insight GoodOaks Homecare launches free helpline for carers · United Kingdom

18 Apr 2024

WarwickshireWorld Warwickshire homecare provider kickstarts 'You Are Not Alone’ support campaign for unpaid carers · United Kingdom

18 Apr 2024

Bedford Today 'You Are Not Alone’ support campaign for unpaid carers launched by Bedford homecare provider · United Kingdom

17 Apr 2024

Sussex Express Award-winning homecare provider launches ‘You Are Not Alone’ support campaign for family carers · United Kingdom

17 Apr 2024

Caring Times Just 12% of unpaid carers understand new Carer’s Leave Act · United Kingdom

8 Apr 2024

Alloa Advertiser Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Border Counties Advertizer Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Bridgwater Mercury Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Bromsgrove Advertiser Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Bury Times Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Dorset Echo Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Falmouth Packet Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Gazette & Herald Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

United Kingdom, continued

Glasgow Times Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Greatest Hits Radio (West Norfolk) Norfolk charity supporting carers says new law will make a "huge difference" · United Kingdom

5 Apr 2024

Hampshire Chronicle Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Harrow Times Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Home Care Insight GoodOaks Homecare report presents 'uneasy' findings for politicians · United Kingdom

5 Apr 2024

Irvine Times Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Kidderminster Shuttle Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Knutsford Guardian Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Leigh Journal Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

News Shopper Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Perspective Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Redhill and Reigate Life Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Richmond & Twickenham Times Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Slough Observer Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Somerset County Gazette Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

South Wales Guardian Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Stirling News Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Surrey Comet Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Sussex Express Nearly three-fifths of unpaid carers in the South East struggling to meet health and wellbeing needs · United Kingdom

5 Apr 2024

The National Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

United Kingdom, continued

The York Press Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

This Is Oxfordshire Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Western Telegraph Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Whitchurch Herald Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Wimbledon Times Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Witney Gazette Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Wymondham & Attleborough Mercury Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

5 Apr 2024

Daily Record New law enables carers to take unpaid leave every year due to start this weekend · United Kingdom

4 Apr 2024

Express & Star Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

4 Apr 2024

The Independent Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

4 Apr 2024

The Irish News Unpaid leave ‘huge step forward for millions of carers’ · United Kingdom

4 Apr 2024

Cumnock Chronicle (headline unavailable) · United Kingdom

undated

No fixed newsroom

6 pieces · 5 outlets

Yahoo News UK Dorset homecare provider launches campaign to help unpaid carers

25 Apr 2024

Lumi News Unpaid leave ‘huge step forward for millions of carers’

5 Apr 2024

Newswav Unpaid leave ‘huge step forward for millions of carers’

5 Apr 2024

holdsharmonynews Unpaid leave “huge progress for millions of carers”

4 Apr 2024

Info-Flash Unpaid leave ‘huge step forward for millions of carers’

4 Apr 2024

Yahoo News UK Unpaid leave ‘huge step forward for millions of carers’

4 Apr 2024

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