Stoke-on-Trent City Council has launched a citywide network of 45 display boards to help residents better understand and access the care and support available to them. These displays form a key part of the city’s “Live Life to the Max” campaign – a vibrant, cross-sector initiative encouraging residents to live healthier, more independent lives. 

Placed in high-footfall locations across the city centre and suburbs, the posters are designed to meet people where they are – both physically and digitally. The design features clear, accessible messaging and a QR code that links directly to two digital self-assessment platforms: BetterCare Support and BetterCare Support: Carers. 

This innovative approach is not just raising awareness – it’s actively helping Stoke residents connect with the services they need. 

A strategic rollout across the city

The campaign covers 45 different locations across Stoke-on-Trent, ensuring broad visibility across diverse communities. The posters serve as a constant reminder that support is available – and that accessing it doesn’t need to be complicated. 

By including QR codes that link directly to digital tools, the display boards make it easy for people to explore care options without needing to call a helpline or wait for a referral. With just a quick scan on a smartphone, residents are taken straight to Stoke’s BetterCare Support platform, from which residents can access either: 

  • BetterCare Support – a digital self-assessment platform where adults can explore care options and check their eligibility for support, or 
  • BetterCare Support: Carers – a dedicated tool to help unpaid carers find guidance, services and financial support tailored to their situation. 

These platforms are designed to be intuitive, accessible and empowering – helping people better understand their needs and take the next step with confidence. 

“It’s good because a lot of people don’t realise they are caring until it overwhelms them. For many, people would assume it’s just doing day-to-day jobs to help their loved ones but a lot of the time they are underprepared.” 

Margaret, 60+, in Stoke-on-Trent’s town centre

Scroll through the interactive map below to see exactly where each of the 45 display boards are located across Stoke-on-Trent. Click on a pinpoint and you’ll get a photo of the board in its actual spot – whether that’s outside a busy GP surgery, in the middle of the market, or right by a local bus stop. 

A creative campaign with a friendly face

The display boards are part of the wider “Live Life to the Max” campaign – a partnership between Stoke-on-Trent City Council, local health and care providers, and organisations from the private and voluntary sectors, including Infoshare+. 

At the heart of the campaign is Max, a friendly character created to guide residents through their care journey. With a warm, relatable tone and vibrant visual identity, Max brings energy and clarity to what can often feel like a confusing landscape of services. 

This creative approach was delivered by Stoke-based agency i-Creation, who worked closely with the council and platform sponsors to ensure the campaign felt local, inclusive and human. 

“The Live Life to the Max campaign has really built a strong profile in Stoke-on-Trent communities – both in the run-up to the launch of BetterCare Support and since it went live. We’ve been managing a mix of online assets across social media alongside out-of-home poster sites, all with clear calls to action and direct signposting to the site. 

The numbers so far are looking really positive, and we’re working closely with the local authority to strengthen analytics and keep an even closer eye on campaign progress. What matters most is that people are using the portal. Staff in adult social care are reporting positive feedback – successfully promoting portal use is good news for everyone!”

Andy Jackson, Founder of I-Creation creative agency

A digital-first approach to engagement 

The combination of physical visibility and digital access is key to this campaign’s success. 

Rather than relying on leaflets, letters, or posters with static information, the QR-linked boards create a bridge between awareness and action. Residents can scan the code and instantly access a tailored digital experience – making it easier and quicker to understand their situation and explore available support options. 

Testimonial

“BetterCare Support has been a significant step forward in how we help residents take control of their own care journey. By making the platform visible and approachable – right in the heart of our communities through the display boards – we’re supporting people to engage earlier, with more confidence, and on their own terms.”

Daniel Winter, Quality & Compliance Lead for Adult Social Care and All Age Commissioning, at Stoke-on-Trent City Council. 

Community engagement in action: A model for other local authorities 

Stoke-on-Trent’s approach demonstrates that with the right tools and creative strategy, local authorities can: 

  • Reduce pressure on frontline services by helping residents self-serve when appropriate.
  • Reach underrepresented groups who may not otherwise engage with traditional communications. 
  • Increase digital inclusion through simple, user-friendly platforms.
  • Normalise conversations about care, support, and independence in everyday spaces. 
  • Listen to feedback – not all residents will access support the same way.  

Looking ahead

With 45 boards now live across the city, Stoke-on-Trent is seeing strong engagement – and the feedback from residents has been positive. The council, alongside the creative agency, is already exploring ways to evolve the campaign in phase 2, including seasonally updated messaging and behaviour change communications to accelerate usage. 

For other local authorities considering similar approaches, the Stoke model offers a compelling case study in how physical presence, digital access and creative storytelling can come together to create lasting impact and help more people *Life Live to The Max*! 

If you’re interested in hearing more about how BetterCare Support and BetterCare Support: Carers can support your residents adult social care needs, we’d be happy to share insights. Please get in contact with our team of experts here.