Towergate Insurance’s heartfelt and impactful campaign – Portraits of Care, has challenged public misconceptions around the care sector, celebrating the often-overlooked human stories at its heart.
Designed to share the extraordinary lives and achievements of those living and working in care, Portraits of Care brought to the fore the triumphs, talents, and contributions of individuals across the sector. From compassionate care workers and inspiring residents to dedicated professionals driving sector-wide change, the campaign amplified voices that deserve to be seen and heard through powerful and personal stories that reveal the reality of life in care, a reality defined not by stereotypes, but by dignity, resilience, humour, and connection.
Carolyn Baker-Mellor, Head of Care at Towergate Insurance, said:
“Portraits of Care gave us a chance to show what we see every day, that care is full of extraordinary people doing extraordinary things. The campaign was about honouring the lives, talents, and contributions of individuals in care and the professionals who support them.
“We wanted to highlight how behind every resident is a remarkable story – a life full of hopes, dreams, and achievements. We’ve met people like Harley, who turned her journey through mental health into a published book of poetry. We’ve seen Wayne, whose love for wildlife led him to become a life member at WWT Slimbridge. And we’ve celebrated individuals like Tony, who reconnected with his heritage through compassionate, person-centred care.
“These stories remind us that care isn’t just about support, it’s about understanding people, valuing their lives, and helping them continue to live with purpose, pride and joy.”
Portraits of Care is part of Towergate’s wider mission to lead positive change in the care space, working closely with partners and clients to raise standards and amplify unheard voices.