MullenLowe and Carers UK Showcase Why All Forms of Caring Really Count

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.

The campaign, launching on 2nd September, features striking photography by Megan K Eagles and will be showcased across digital Out of Home screens nationwide, provided by Clear Channel. It includes a TV commercial filmed by Eleanor Films and directed by Chris Chuky for SKY Media, complemented by digital ads on The Guardian and engaging audio content across the Acast podcasting network.  

A PR campaign supported by news generation agency 72Point and broadcast PR agency Markettiers will also launch on 2nd September and will see Carers UK chief executive Helen Walker undertake broadcast interviews, generating significant earned coverage.  

Helen Walker, chief executive at Carers UK commented, “Being The Creative Shootout’s Charity of the Year and working with an agency like MullenLowe truly is a game changer 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.”

Nicky Bullard, MullenLowe group chief creative officer commented, “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.” 

Ben Hope, marketing director at Clear Channel UK, said, “When we chose to partner with the Creative Shootout for 2024, we saw an opportunity to leverage Out of Home as both a platform for good and a canvas for great creativity. The winning campaign from MullenLowe for Carers UK is incredible – a powerful creative idea raising awareness of a vital societal issue on a national scale, something so personal, to so many. I'm humbled it will reach more people in need of their message."  

The Creative Shootout was founded by creative and charity entrepreneur Johnny Pitt in 2016 and is run by creative brand PR agency Launch PR. Year 8 of the awards launch for agency entry on 23rd September 2024 with more information on how to enter here.