When Radius Care decided to give visitation rights back to its residents, their families and friends across its 22 aged care locations, the company asked Botica Butler Raudon PR for help.
While the decision was allowed by the regulatory settings, it bucked the Ministry of Health’s guidance. However, the company’s management, its infectious disease specialist and its thousands of employees knew they were up to the task of keeping the COVID-19 virus out while opening up. But they needed to make sure families knew how to keep residents safe.
BBR worked with Radius Care’s head office to let residents, their loved ones, and national media know that visitation was back and could be done safely. The campaign’s defining truth was that keeping people together was just as important for quality of life as keeping the virus out.
Showcasing the company’s management and medical experts and engaging local and national medical media helped Radius Care demonstrate its caring values and its position as a leading aged care provider.