The LYPSA research project, funded by What Works for Children’s Social Care, aimed to improve the experiences of LGBTQ+ young people in foster and residential care. The project included three key studies: a systematic scoping review of the international evidence on the health and well-being of LGBTQ+ young people in care; a qualitative interview study exploring the residential care experiences of LGBTQ+ young people in England; and the first randomised controlled trial testing the effectiveness of an LGBTQ+ e-learning training module for children’s social workers in England. The project also involved collaboration with a group of young advisors, all of whom have lived experiences of social care and identify as LGBTQ+, ensuring the research was co-produced and relevant to the community it sought to support.
The brief
to develop a targeted recruitment strategy for the LYPSA research project, specifically aimed at recruiting social workers in children’s services in England. The strategy will leverage digital marketing techniques using demographic data, interests, and look-alike targeting to ensure effective outreach to the right audience. The campaign will utilise Facebook, LinkedIn, and Twitter, with targeted ads and compelling graphics to raise awareness and encourage participation in the research study.
Key deliverables
Targeted Recruitment Campaign:
- Develop a comprehensive recruitment strategy that uses Facebook, LinkedIn, and Twitter to reach social workers in children’s services across England.
- Leverage demographic data (e.g., age, location, job titles) and interest-based targeting (e.g., child welfare, social care, LGBTQ+ issues) to ensure the ads reach the most relevant professionals.
- Use look-alike targeting to expand the reach to professionals who exhibit similar characteristics to current social workers, enhancing the likelihood of engaging qualified participants.
Ad Creative and Graphics:
- Design engaging and visually appealing ads and graphics tailored to the platforms and the target audience. These will include:
- Information about the LYPSA project and its importance in improving LGBTQ+ young people’s experiences in care.
- A clear call-to-action (CTA) encouraging social workers to participate in the research.
- Brief descriptions of the study’s objectives and potential benefits for social workers involved.
- Ensure the designs are aligned with the LYPSA project’s branding, incorporating professional and compassionate visuals.
- Design engaging and visually appealing ads and graphics tailored to the platforms and the target audience. These will include:
Social Media Platform Utilisation:
- Facebook: Use Facebook Ads to target social workers by job titles, interests, and location within children’s services. Ads will be optimised for high engagement, including options for sharing and commenting to spark discussions.
- LinkedIn: Target professionals in children’s social care through LinkedIn Ads, focusing on job roles, industry-specific interests, and professional connections.
- Twitter: Run targeted campaigns with hashtags and mentions to engage social workers who are active in child welfare and LGBTQ+ advocacy.
Monitoring and Analytics:
- Implement tracking and analytics to monitor the performance of the ads, such as click-through rates (CTR), engagement levels, and conversion rates (i.e., the number of participants who sign up for the study).
- Adjust the targeting, budget, and creatives as needed to optimise recruitment efforts and reach the campaign goals.
Outcome
PURA IDEA successfully executed the recruitment strategy for the LYPSA project, adhering to the brief and delivering targeted digital marketing campaigns across Facebook, LinkedIn, and Twitter. By carefully utilising demographic data, interests, and look-alike targeting, the campaign effectively reached social workers in children’s services across England. The engaging ads and compelling graphics resonated with the audience, leading to a high level of interaction and participation. As a result, the campaign not only met but exceeded the target number of responses, contributing to the successful recruitment of participants for the LYPSA research project.
