Repositioning a 160-Year-Old Care Organisation

The Challenge

With a history spanning more than 160 years, Rossie provides bespoke education, specialist support, and secure care services for children and young people up to age 18.

Set within 150 acres of woodland between Arbroath and Montrose, Rossie delivers both residential and secure accommodation, supported by almost 200 skilled staff.

Despite consistently strong inspection outcomes and sector-leading practice, the organisation remained largely unknown beyond specialist circles. Historically, communication had been intentionally limited due to the vulnerability of the young people supported.

Locally, misconceptions persist, with some still referring to it as “the bad boys’ school on the hill”, rather than recognising it as a therapeutic and protective environment for some of Scotland’s most vulnerable young people.

However, with a new Chief Executive in post, Rossie recognise that a more open and confident
approach to communications is needed to improve understanding of its work, build connections and challenge outdated perceptions.

The Solution

Initially engaged on a strategic communications basis in 2024, including support with crisis messaging and media training, the brief quickly evolved into a broader programme of proactive storytelling and reputation building.

It became clear that Rossie had a wide range of positive but under-told stories that could significantly shift public understanding of its role and impact.

Over the course of the work, communications activity supported the launch of Coorie House, a child-centred facility designed to enable siblings separated through the care system to maintain relationships and rebuild family connections. The opening generated coverage across television, radio, and local press, helping to highlight Rossie’s therapeutic approach to care.

I have also helped amplify strong inspection outcomes, including the Care Inspectorate’s ratings of the secure service as “very good” and the residential service as “excellent”. Alongside this, communications activity supported the promotion of Rossie’s partnership with the Women’s Team of Montrose Football Club, helping to strengthen local visibility and community connection, which continues to grow.

Looking ahead, we await the opening of Rossie’s Skills Academy, delivered in partnership with Dundee and Angus College. Scheduled to open in August 2026, it will be Scotland’s first on-site vocational training facility in a secure care setting, designed to improve education, skills development, and long-term employment opportunities for young people aged 16 to 19.

In addition to these core campaigns, ongoing support has included the development of social media content, helping Rossie build a more consistent, confident, and cohesive voice across all channels.

The Impact

A sustained programme of proactive communications has helped shift Rossie from a low-profile organisation to one that is increasingly confident in sharing its work publicly.

This has resulted in a steady flow of local and national media coverage across broadcast, print, and online platforms, providing Rossie with high-quality content to share with stakeholders, regulators, staff, and partners.

It has also strengthened internal pride and external understanding of Rossie’s role and impact, while building a growing library of stories that support recruitment and help to communicate the organisation’s values and culture.