What is it?
Victoria Cares is a week-long social media project that was launched on Monday and runs across Facebook and Twitter, as well as a bespoke website. It tells, in real time, the true story of a 12-year-old carer called Victoria.
The campaign shows how Victoria juggles balancing her school work and homework with her caring responsibilities, showcasing the difficult decisions that young carers make every day, including whether to attend the school prom. It also covers everyday challenges such as getting homework done and what happens when the carer is sick.
What is the aim of the campaign?
Its purpose is to increase public understanding of the practical and emotional challenges that young carers face, and to increase Spurgeons' public profile and awareness of its work with young carers - one of many groups of vulnerable young people the charity supports.
How does it work?
Tweets are being sent from a central Victoria Cares Twitter account from ‘characters’ including Victoria, her mum Gail (for whom she cares), her Dad Ronnie, her friends Jessica and Tanesha, her Spurgeons worker Jayne and a volunteer from the project, Martin. These are then picked up by the Facebook page and the Victoria Cares website, where supporters can view the whole story. The execution includes videos from Victoria, Gail, Ronnie and Jayne to support the story.
How did Spurgeons promote it?
Victoria Cares was supported by a full page advert in the charity’s supporter magazine, and the Spurgeons Facebook and Twitter feeds were promoting the campaign for some weeks before the launch. Share Creative managed the filming and delivery of the videos as well as the execution of the campaign and were instrumental in its promotion. Celebrity supporters and retweeters of the campaign included Gok Wan, Lynda Bellingham, Beverley Knight, India Knight, Kara Tointon and Lauren Laverne.
Third Sector verdict:
By showing the events in actual time, the campaign enables the public to feel more involved in Victoria's life and makes it seem more real. The videos from members of the family also enable viewers to see how Victoria caring for her mum affects them all.