Care Homes Go Viral: TikTok-Funded Activities Transform Resident Wellbeing

In an era where the social care sector is under increasing financial strain, an innovative initiative is offering providers a new lifeline. Be Great Fitness, led by personal trainer Bailey Greetham-Clark, has pioneered a fresh approach to enhancing the lives of care home residents through social media – specifically TikTok, with remarkable results.

Bailey’s ‘Sustainable Activities Fund’ is turning heads across the sector, offering care providers a new way to monetise their resident activities through the TikTok Creator Fund. By showcasing genuine, joyful moments from care settings, providers can generate income that is reinvested directly back into enriching activities for residents. What began as Bailey’s personal mission to make fitness accessible in care homes has since gone viral, leading to partnerships with high-profile organisations, and the expansion of a dedicated team delivering tailored physical activity sessions nationwide.

With over 10,000 followers required to unlock TikTok Creator Fund monetisation, homes are finding that each video has the potential to rapidly increase visibility and reach. Once eligible, the revenue generated provides a continuous, self-sustaining source of funding for future activities, without touching the setting’s core budget.

“This is more than just social media – it’s about reimagining what’s possible in care,” said Bailey Greetham-Clark. “By sharing the vibrant, human side of care, we not only improve resident wellbeing but also challenge outdated perceptions of the care sector.”

The initiative couldn’t be more timely. Faced with rising costs, increased National Insurance contributions, and limited government support, care providers have had to make difficult decisions, and activities are often among the first things to be cut. The ‘Sustainable Activities Fund’ offers an alternative: a model that supports resident enrichment and shines a light on the extraordinary work taking place in care every day.

Professor Martin Green OBE, CEO of Care England, added:

“Bailey’s work is a brilliant example of innovation in action. The ‘Sustainable Activities Fund’ harnesses the power of digital platforms to not only bring joy and activity into care settings but also to build a more positive narrative around care itself. At a time when the sector is in desperate need of sustainable solutions, this model offers real promise. It shows that with creativity and community, care homes can thrive – not just survive.”

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Sustainable Activities Fund Article