Teva Pharmaceuticals is shining a light on caregivers with its latest campaign, which aims to raise awareness of the crucial role unpaid carers play within society.
‘Love doesn’t take a break’ was developed in partnership with the firm’s agency of record, VCCP Health and will be led by a 60-second hero spot narrated by John Rhys-Davies.
The film focuses on the daily struggles a woman faces as she cares for her ailing father whilst also juggling the responsibilities of motherhood and business ownership.
“Caregivers provide a vital role, constantly caring for loved ones whilst balancing their everyday life and responsibilities. This is why we have created the ‘Love doesn’t take a break’ campaign, to raise awareness of the endless devotion it takes to be a carer every single day, and to show them how Teva values and supports them, directing them to the tools, initiatives and information we have available,” Teva Pharamaceuticals global corporate brand director, Galit Sasson said.
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“We are incredibly proud of how it has turned out and everyone that has seen it so far has had a real emotional reaction to it. It is authentic and relatable and brings tears to your eyes as you witness the ups and downs that caregivers face.”
Estimates suggest that every year, up to 4.3 million people become unpaid carers in the UK, saving the state around £132 billion a year. Although hugely pivotal within society, caregivers are often overlooked – Teva’s campaign looks to rectify this.
VCCP Health executive creative director, Brett O’Connor added: “With around one in two people globally acting as unpaid carers, the number of people that this story will resonate with is huge. The film carries such an important message to caregivers everywhere. It is a real and raw portrayal of a caregiver, and as hard as that role can be, there are beautiful moments that make being a caregiver so worthwhile.”
