Leeds-based public relations agency Lucky North has been appointed by Harrogate-based dementia care specialist Vida Healthcare to manage its ongoing public relations as it seeks to raise awareness of social care.

Lucky North has been challenged to drive awareness of specialist dementia care across the UK, and raise Vida Healthcare’s profile as a leading organisation in the social care sector through retained and campaign PR activity. The organisations will also work closely to reassure the public that care homes are safe following the negative press of social care during the Covid-19 crisis.

James Rycroft, managing director at Vida Healthcare, says, “We’re on a mission to raise awareness of specialist dementia care, and we need to tell our story to reassure families and prospective residents that we can offer them the necessary support through what can be a very difficult time. We decided to partner with Lucky North as the team is very personable and quickly understood our business ethos and aims. We’ve already established a great trust with everyone at Lucky North and we’re excited to see how they will continue delivering our message to generate the results that we need.”

Founded in 2010, Vida Healthcare was established to transform the care available to people living with dementia, with a focus on championing the use of bespoke environments and alternative therapies. It currently operates two homes near Harrogate, and the latest facility is under construction and due to open in 2021.

Lucy Baird, co-founder and director of Lucky North, says, “Throughout 2020 we’ve seen the demand for PR remain strong. We’re always looking to partner with organisations which provide valuable services and offer a positive contribution to the northern powerhouse."

Founded in 2019, Lucky North offers specialist PR services across both traditional and digital channels. The agency currently has eight clients on its roster, and has recently employed a new member of staff to ensure demand can be met and a high quality service is delivered.