To achieve the objectives set out in the brief, PLMR Genesis utilised a cohesive strategy of digital advertising, organic social media, and PR to maximise the visibility of its core messaging amongst audiences. Messaging was based on the benefits of working for a private care provider, with Sarah’s Carers’ care of its staff a central theme within all media. PLMR Genesis opted to utilise a combination of platforms including Facebook and LinkedIn advertising to target users that either met the description of target audiences in the brief or held comparable positions amongst other private and public care providers.