THE LOWDOWN: Housing provider, Places for People, offered a support service to older people living in their care schemes. And now they wanted to extend the service to people living in their own home. I was asked to create copy for a brochure, web page and mailing campaign. A brilliant design concept had already been developed. It centered around individuality, independence and choice. I got to work on making more of these features while giving readers a sense of confidence and trust in the experience and professionalism of the care staff. The images, headlines, pull out quotes and body copy all worked to create an unforgettable campaign which really helped to get the service off the ground.