Breaks - Base One

Agency: Base One

Client: Vitalise

Vitalise is a national disability charity providing recreational breaks for disabled adults, children and their carers at five accessible centres.

The objective of this campaign was to increase calls to the centres for enquiries into breaks and eventually conversion into bookings by communicating how important time off is for disabled people and their carers.

The key message to communicate was the frustration that disabled people and their carers feel at the constant dependence of one one the other. The breaks that Vitalise offer are unique, since they also take the pressure off the carers, allowing them to recharge their batterieswithout worrying about looking after anyone.

The idea was captured by using a sequence of words without spaces to represent the constant burden of responsibility.

The target audience was social carersresponsible for coordinating holiday breaks for disabled people , disabled adults and children, and their carers.

The ads were displayed in a variety of social care publications and disability titles including Care Choices, PHAB, Radar, Progress and Disability Sport England.