On the 25th January of this year, the MullenLowe UK was awarded the title of winner at The Creative Shootout 2024 held at BAFTA London. A creative team from the agency has since collaborated with Carers UK, the Creative Shootout Charity of the Year 2024, to develop a significant new campaign set to launch across various channels this week.
Based on insights indicating that many caregivers view their roles as a natural aspect of family life, MullenLowe UK established a strategic direction emphasising that all types of caregiving are valuable, irrespective of the relationship, with families positioned at the heart of the creative concept.
The new campaign, titled 'This Counts As Care,' sheds light on the often-overlooked changes in relationships—whether among family members, friends, or neighbours—where one individual takes on the role of an unpaid caregiver. Many individuals do not recognise themselves as caregivers because they still perceive their role as that of a loved one or friend, a realisation that 71% of caregivers took time to acknowledge.
