The Client

Mi-Guardian is a division of Millbrook Healthcare. The Mi-Guardian product is a personal alarm service available to the elderly, disabled and those with limited mobility who wish to stay independent in their own homes. The overall service consists of a range of products which monitor the individual and the household environment and is supported by a medically trained 24/7, 365 help centre.

Mi-Guardian approached us to promote its personal alarm service in a crowded, noisy, price driven market. 

The Brief

Initially we developed a marketing strategy for Mi-Guardian, and looked at branding. We conducted market research, organised consumer focus groups, and held workshops to help inform the creative process. The campaign had to be young, dynamic and stand out to appeal to the target audience. It was crucial to have a co-ordinated campaign as Mi-Guardian buyers are not always the end users, with most purchases coming from adult offspring, for elderly parents.

We designed an advert aimed at target buyers which reminded people that in their busy lives personal alarms can give peace of mind that their loved ones are safe, even if they have not had time to call them! We created and launched a new user-friendly website, designed and provided copy for all sales literature and organised advertising campaign materials for billboards, digital and print. In addition, we provided PR and social media support across Mi-Guardian’s Facebook and Twitter accounts. 


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