Crowley Care

Services
Research
Strategy
Copywriting
Illustration
Media planning

In a sector facing critical workforce shortages, Crowley Care sought to reduce its reliance on agency staff by attracting and retaining local talent. Through extensive consultation with leadership, staff, and residents, we uncovered what truly sets Crowley apart — a culture of warmth, loyalty, and purpose that extends beyond care to genuine connection. This insight became the foundation for a recruitment strategy focused not on job descriptions, but on belonging, pride, and shared humanity.

Jane Fender developed an end-to-end campaign that blended smart messaging with imaginative execution across traditional and digital channels. The creative direction used a distinctive illustrated “figurine” style to express care, optimism, and individuality, paired with authentic, empathetic copywriting and a unifying call to action: At Crowley Care, it’s more than just a job. Our scope spanned research, strategic positioning, copywriting, illustration, media planning, and rollout — delivering a campaign that resonated deeply with audiences and reaffirmed Crowley’s reputation as one of the region’s most supportive and values-driven workplaces.