Carers UK has unveiled a major new campaign across multiple channels in an attempt to change the way unpaid carers see themselves, how society views caring, and the support the charity can provide.
It has been devised by MullenLowe, which won the brief after being crowned winner of The Creative Shootout 2024 at Bafta London, which is supported by Clear Channel UK, Sky Media and The Guardian, with Carers UK being the charity of the year.
Following insight that many carers believe their actions are simply a natural part of family life, MullenLowe developed the strategic direction; namely that all forms of caring really count, regardless of the relationship, whether family, friends, or neighbours.
The new ‘This Counts As Care’ creative highlights the fact that many people don’t identify as carers because they still see themselves as a loved one or friend, something 71% of carers took time to recognise.
The creative includes photography by Megan K Eagles, with a retro photo of a father bathing their infant child cutting to a grown-up daughter now needing to bathe her older father. It will be showcased across digital out of home screens nationwide, provided by Clear Channel.
Activity also includes a TV spot filmed by Eleanor Films and directed by Chris Chuky for Sky Media, complemented by digital ads on The Guardian and audio content across the Acast podcasting network.
A PR campaign supported by news generation agency 72Point and broadcast PR agency Markettiers will see Carers UK chief executive Helen Walker undertake broadcast interviews.
She said: “Being The Creative Shootout’s Charity of the Year and working with an agency like MullenLowe truly is a games changer for us. The creative that the MullenLowe team has developed is a long term platform for us.”
MullenLowe group chief creative officer Nicky Bullard added: “Over the last seven months we’ve worked incredibly closely with Carers UK, and it’s been a privilege for the team to better understand the incredible work they do, and the communications challenge they face.
“This creative is driven by such strong real-world insight that we think it will really breakthrough to the millions of carers out there who simply don’t recognise themselves as a carer.”
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