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Carers UK: This Counts As Care
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On 25th January this year, integrated marketing agency MullenLowe was crowned winner of The Creative Shootout 2024 at BAFTA London. A creative team from the agency has since been working with Creative Shootout Charity of the Year 2024, Carers UK, on a major new campaign which will go live across multiple channels this week. 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 – and placing families at the core of the creative platform. The new ‘This Counts As Care’ creative highlights the often-unseen shift in relationships – whether among family, friends, or neighbours – where one person becomes an unpaid carer. Many 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 a retro photo of a father bathing their infant child cutting to a grown-up daughter now needing to bathe her older father.
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