In 2024, WE-Care launched a campaign titled #LoveTheWayYouCare throughout February to highlight stories of care, love, and appreciation within households and shared spaces. This initiative aimed to creatively target and engage a broader audience during the month of Valentine’s Day. The campaign had three key objectives: to improve public understanding of care, boost social media interaction and grow WE-Care’s social media presence, and showcase stories of care and love throughout February.

The campaign strategy involved three main components. First, WE-Care created an infographic to simplify the concept of care, addressing the limited public understanding identified through recent interactions. This infographic was pinned to the WE-Care X (formerly Twitter) page and also posted on their Facebook page. Second, a Valentine’s giveaway was advertised across WE-Care’s social media platforms and shared through country team networks. This called for people to share stories (in any format) appreciating loved ones and their caring actions, tagging @MakeCareCount and using the hashtag #LoveTheWayYouCare. To be eligible for the giveaway, participants had to follow the WE-Care X page. The giveaway rewarded the tweet with the most likes with a paid Valentine’s dinner, and other top-liked tweets received merchandise. Finally, the shared stories were featured in WE-Care’s February newsletter, with all authors credited.

The anticipated outcomes of the #LoveTheWayYouCare campaign were: an improved public understanding of the concept of care, increased social media interaction and growth of X followers, and the sharing of care stories both within Oxfam through the newsletter and externally via social media channels.