Greensleeves Care has launched its award-winning Warmth of Care winter campaign for a third year, building on the success of previous outings and offering even more ways to support families worried about older loved ones during the colder months.
Starting in 2023, the campaign continues to go from strength to strength. In its most recent run, Warmth of Care reached an estimated 8.5 million people across England through a mix of media coverage and digital outreach, helping families feel informed and confident about care decisions in the colder months.
This year, the campaign introduces Warmest Welcome, a friendly, nationwide competition between all Greensleeves Care homes to create the most heart-warming welcome in their respective towns throughout the winter season. Homes will embrace imaginative ways to spread warmth – from woolly scarves on entrances and cups of hot chocolate on arrival, to playful “ring for a hug” bells – all led by residents themselves. The home judged to have delivered the Warmest Welcome will be crowned at the end of winter.
Also returning is Big Warm Up, running 2–6 February 2026, following its successful inaugural year. Designed as “a special celebration of care and togetherness”, last year’s first ever Big Warm Up saw Greensleeves Care homes hosting a wide range of heart-warming events including talent shows, knitting challenges, and the gifting of care packages to vulnerable people in the community. Plans for the next Big Warm Up are being shaped at each location, with homes once again set to bring local people together to celebrate care and warmth..
Alongside the community celebrations, this year’s Warmth of Care encourages families to take the first steps towards conversations about care this season – perhaps over a shared cup of tea or a winter’s walk. Free online resources and advice are available to help families begin those discussions with confidence, navigate the feelings and take sufficient time to avoid having to make decisions during a crisis or under pressure.
Research from Greensleeves Care shows that nearly half of adults in England (47%) increase the support they provide to older loved ones during winter, while 62% feel more concerned about their wellbeing in the colder months. Many families report increases in practical help such as shopping and household tasks, alongside heightened emotional worry – reinforcing the importance of accessible, trusted guidance at this time of year.
Susan’s mother, Anne, moved into a Greensleeves Care home in Cambridgeshire after a period living with her daughter. Susan recalls the cold months being a particularly worrisome time for her and her siblings:
“When Dad passed away and with Mum living with dementia, we had worries about the cold weather and falls. We were concerned she wasn’t keeping warm enough or taking care of herself.
“Now we know she’s in a home that is always warm, and where staff make sure people have the right clothing on.”
“It becomes a real challenge for families when your loved one thinks they are ok, but you know they are not. [Moving a loved one into care] is a difficult decision for families to make – I’ve been there. But you know when the time comes: either you need your break or your loved one needs more care than what you can realistically give. I’d say accept that you’re going to feel guilty but also know you are doing the best thing for the person you care about.
“Mum has had a better quality of life here than she had with me. She has more social interaction and that keeps her memory and her mind going.”
Chris Poole, Chief Executive of Greensleeves Care, said:
“We’re incredibly proud of how Warmth of Care has grown over the past three years. The campaign’s success shows how families with older loved ones often take positive steps to seek help in winter – and how important it is that we meet people where they are with the right guidance. From learning about care, to having the right conversations, through to finding a caring place for someone dear to them, we are here to support families at every stage of their journey.
“We’re delighted to be building on the momentum of Big Warm Up with a view to making it a staple in our communities’ winter calendars. Every one of our homes is unique and brings its own take to Big Warm Up, which is exactly what makes it so special. It’s also fantastic to see exciting new activities like Warmest Welcome taking shape, driven by residents and rooted in kindness and connection.”
Greensleeves Care is a leading non-profit care provider, consistently named among the Top 20 large care home groups in England and delivering high-quality, person-centred residential, dementia and nursing care across its family of homes.
To find out more about Warmth of Care, visit greensleeves.org.uk/WarmthOfCare