Claire Ephgrave

About Me

I'm an experienced PR and communications professional with more than 20 years experience across B2C and B2C, with a background in journalism.

Specialist in: 

  • Media Relations and Press Office
  • Strategic communications
  • Campaign Management
  • Content Development and Delivery
  • Crisis Communications
  • Digital and Video Storytelling
  • Reputation Management

My Latest Work

PR coverage

Explore some of the media coverage achieved below:

Express.co.uk •

'This disease is the fear of our times – we must do more to tackle it'

Dementia is the national emergency we refuse to look in the eye. It now accounts for one in nine deaths, claiming 76,000 lives a year in the UK. Yet despite its scale, dementia continues to sit in the shadows of health policy – underfunded, misunderstood and deprioritised. As a leader in social care and someone supporting a close family member with dementia, I see first-hand the family stress and frustration this neglect creates. window.scriptsToLoad.push({url:'https://live.primis.tech/live/live...
The Telegraph •

Dementia now feared more than cancer

Dementia has overtaken cancer as the UK’s most feared illness, research shows.Almost a third of adults (31 per cent) now say it is the disease they fear the most.For family carers, this has risen from 27 per cent in 12 months. At the same time, the fear of cancer has declined, down from 30 per cent to 21 per cent.The research, conducted by at-home care provider Home Instead, comes amid considerable progress in cancer research, and as dementia remains poorly understood....
Liverpool Echo •

'I'm in my 20s and experienced what it's like to have dementia'

I'm stood in what I believe to be a normal kitchen. To my right, and to the best of my knowledge, is a handful of multi-coloured cotton tea towels.

Close to that pile is a white buttoned-down collared shirt draping from a sturdy wall. I think the shirt is tailored, short-sleeved and resting on a clothes hanger. However, I can’t be certain.

I’m inside a specially adapted small truck, one reminiscent of a mobile library book van, parked steps away from the entrance of Home Instead in Prenton. Th...
Home Care Insight •

Lorraine Kelly promotes Home Instead campaign on Loose Women

TV’s Lorraine Kelly has appeared on Loose Women to talk about Home Instead’s Care Conversations campaign, a cause that urges people to discuss care options with loved ones.


During the interview on the lunchtime chat show, Lorraine referred to Home Instead’s findings that 81% of people are reluctant to talk to ageing older loved ones about care, despite a third saying that they are concerned about their parents’ physical health.


She triggered a discussion among the Loose Women panel about c...

Award-winning campaigns

The coverage below highlights some of the award-winning campaigns I have led:

Home Instead •

Home Care Awards success | Home Instead

It was a double success for Home Instead UK at the recent Home Care Awards, as we won the top prize for ‘Marketing Expertise’ and were highly commended for ‘Dementia Care Expertise’.
A ceremony that celebrated the very best of our sector, the Home Care Awards recognises the innovation that keeps the industry strong and well-equipped to support people at home.
The judges were impressed with our ‘Spot the Signs’ campaign. It’s all too common that families delay conversations about care until crisi...
The Drum •

Home Instead challenged negative stereotypes about aging through radio and social

The campaign won in the Healthcare and Pharma category at The Drum Awards for Marketing EMEA 2023.

PHD Manchester's ad campaign for Home InsteadThe campaign won in the Healthcare and Pharma category at The Drum Awards for Marketing EMEA 2023.To promote Home Instead’s in-home care as a favorable option for elderly individuals in the UK, it created the ’Purple Plaques – Celebrating Lives Lived Well’ campaign. The BriefThe objective was to empower families to support their aging relatives at h...
Elite Franchise Magazine •

Home Instead Senior Care’s #youcancare wins Best PR Campaign Award

Home Instead Senior Care scooped the Best PR Campaign award in the 2019 Franchise Marketing Awards for their campaign #youcancare which encouraged people to consider a career in care.

The Awards have become one of the industry’s most highly coveted accolades. They are renowned for celebrating innovative marketing campaigns and effective marketing support offered by franchisors to their franchisees.

Pip Wilkins, Chief Executive at the bfa, presented the award to the Home Instead team at the Nat...
Home Instead •

Multiple award wins at the Home Care Awards, including top prize for team support! | Franchise

The Home Care Awards is a special event celebrating excellence in the home care sector, so you can imagine how delighted we were to see Home Instead recognised in four categories.
An annual celebration of home care, the awards ceremony praises the teams dedicated to ensuring people can live well at home, while recognising the innovation taking place within the sector. The winners were decided by a panel of judges who are key players within the home care sector, including Jane Townson, CEO of the...

Spot the Signs

"Spot the Signs" is an award-winning multi-channel campaign which drove families to start a conversation with loved ones about care. 

Impact: It reached 23 million in media, 500,000 on social media and 2,000 resource downloads leading to brand share of voice growth and enquires. 

New Ageing Index

New Ageing Index is a national report highlighting how people want to age. Its objective was driving company brand awareness.

Impact: Working closely with a PR agency, helped secure 70 pieces of coverage across national, regional and trade media, reaching an audience of more than 803 million and generating 2.6 million article views.

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