MullenLowe has launched a new multi-channel campaign to raise awareness of the unpaid and often unseen work of carers on behalf of Carers UK.
It comes after the agency won The Creative Shootout 2024 competition which is supported by Clear Channel UK, Sky Media and The Guardian. A creative team has since been working with Carers UK (who are The Creative Shootout’s charity of the year).
Entitled ‘This Counts as Care’, the work will launch from today (2 September) across multiple channels. It will be shown on out-of-home screens nationwide and will also feature a TV spot.
Striking photography carried out by Megan K Eagles for the out-of-home shows carers as they carry out tasks like brushing their parents hair and helping them bathe with the message that it counts as care too.
The creative also highlights the changing nature of caring relationships within families, with a retro photo of a father bathing his child, cutting to a now grown-up daughter needing to help her older father bathe.
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The film was created by Eleanor Films and directed by Chris Chucky on behalf of Sky Media. It will also be complemented by digital ads on The Guardian as well as engaging audio content across the podcasting network.
A PR campaign supported by news generation agency 72 point and broadcast PR agency Markettiers will also launch on 2 September.
“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,” said MullenLowe Group chief creative officer Nicky Bullard.
“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,” she added.
“Being The Creative Shootout’s Charity of the Year and working with an agency like MullenLowe truly is a gamechanger for us. The creative that the MullenLowe team has developed is a long term platform for us and will make a huge difference to the way unpaid carers see themselves, how society views caring, and the support we can provide,” said Carers UK chief executive Helen Walker.
