Quarriers is a leading social care charity that provides practical care and support for thousands of vulnerable children, adults and families across Scotland.

Maguires first worked with Quarriers in 2018, creating the award-winning ‘Care to Join Us’ campaign.

Since then we’ve helped to evolve the campaign, navigating through the filming challenges caused by the pandemic, to ensure this authentic, people-based campaign remains true to its original concept – the best way to promote working for Quarriers is to showcase the people themselves.

This year, the client was keen to showcase the people they care for, alongside a range of their staff, as they go about their daily duties as Support Workers.

Maguires spent several days on location at both adult and child care facilities, capturing a snapshot of day-to-day life at Quarriers.

The client was looking to expand their reach across social channels by including content for TikTok in addition to their usual Instagram and Facebook campaigns. With this in mind, Maguires supplied the marketing team at Quarriers with a number of edits of 15 second ads for both Child Services and Adult Services, so each area could be individually targeted. In addition, we provided longer cuts of each ad for TV and web, alongside a number of static ads for organic and paid-for posts and stories.

Having developed the highly successful, and award-winning, ‘Care to Join Us’ campaign for Quarriers, we were faced with a challenge on how to develop the visual content of the campaign during the first National lockdown. As both parties were required to stay at home, aside from an hour’s exercise a day, we had no means of shooting new footage of Quarriers staff in order to create fresh content for this year’s campaign.

We proposed using existing audio tracks of various Quarriers care workers, recorded as part of an earlier radio campaign, as the basis for a reimagined set of animated ads for this years’ social campaign.

By selecting three of the stores, as told by the Quarriers care workers, we create a series of playful animations, using a little ‘creative’ licence in the depiction of the scenes being described.

These three animations were brought to life by the wonderful Donna McAvoy and contained within the existing ‘Care to Join Us’ campaign banner.

We were then able to provide the Quarriers recruitment team with the required creative assets with which to run their unique lockdown recruitment drive via their own social channels.

Quarriers is a leading social care charity that provides practical care and support for thousands of vulnerable children, adults and families across Scotland. They help thousands of people to lead happier, more fulfilling lives. By challenging inequality, Quarriers give vulnerable people more opportunities and, importantly, ensure that their voices are heard.

Maguires were originally appointed in 2018, following a successful pitch, to create a recruitment campaign for Quarriers. Having struggled to fill carer roles through traditional recruitment avenues, the client decided to use a creative advertising campaign to target people interested in a career in care directly.

We created the ‘Care to join us’ campaign. The simple message got right to the point, by identifying the crucial requirement of working for Quarriers – that you really care.

A strong call to action prompts anyone considering a career in caring to find out about available roles via the Quarriers jobs page.

Quarriers were keen to champion their staff in the campaign, so Maguires commissioned and art-directed the photography at Quarrier’s Village using real Quarriers employees. Multiple creative executions were then provided for a far-ranging campaign across outdoor, social, digital, press and radio.

Launching in August 2018, the campaign has resulted in triple the number of visits to the Quarriers site, with the suitability of applicants also increasing to a healthy 1 in 3 being taken on.

The original campaign led to 200 new hires (as of April 2019) and was awarded S1 Jobs ‘Recruitment Campaign of the Year’ 2018.

To build on the success of last year’s campaign, we proposed producing an accompanying film for 2019, to help bring to life the vital work of Quarriers carers.

Once again, the photography and film work was commissioned and directed by Maguires at Quarriers Village, using real Quarriers employees. By featuring the same carers in both the print and film campaign we helped give a wider visibility to the ‘stars’ of the campaign.

The campaign launched in August 2019 across outdoor, social, digital, press and radio.