Focussing on the carer, and the carer experience.
The Australian Government has launched a campaign raising awareness of Carer Gateway, a free support service dedicated to helping 2.65 million unpaid carers.
The campaign created by The Monkeys, part of Accenture Song, promotes Carer Gateway to carers Australia-wide with the tagline ‘Help for those who might never ask’.
The campaign acknowledges an internal conflict experienced by many carers who find it easy to help others, but may never ask for help themselves.
Featuring two 30-second TV commercials, video testimonials, and a suite of digital and social media assets created by The Monkeys, part of Accenture Song, the campaign focuses on the carer, and the carer experience. The use of real-life carers with their loved ones authentically links the campaign with those who can see their experiences mirrored in the advertisements.
The films, directed by Novemba, are a balance of the highs and lows of the carer experience, and display the breadth of visible and invisible caring needs, to resonate with a range of carers and the complexities surrounding their role.
Narration by First Nations Australian actor Deborah Mailman evokes a supportive and compassionate tone for the campaign.
Stills used for social and digital channels were shot by Joel Pratley, with one in particular scoring a finalist position at the City of Sydney’s annual Australian Life Photography Competition.
The Monkeys senior copywriter Dennis Koutoulogenis said: “People who look after loved ones may not even think of themselves as carers. This important campaign aims to help them realise that their contribution is recognised and valued, and that support is available to them if they need it.”
Credits:
Client: Department of Social Services
Creative Agency: The Monkeys, part of Accenture Song
Co-Founder & Group Chief Creative Officer: Scott Nowell
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Creative team: Tom Spicer, Alaster Spiers
Producers: Kaija Wall, Clinton Bell, Tamara Wohl & Tricia Tan
Design: Megan Leckey
Business Mgt: Jamie Clift, Andy Holmes & Rachael Flanagan
Production Company: Good Oil Films
Director: Novemba
Edit: Arc Edit
Sound: Sonar Music
Media Agency: Universal McCann
Culturally and Linguistically Diverse Agency: Embrace Society
First Nations Agency: Cox Inall Ridgeway
Research Agency: Ipsos
PR Agency: Horizon
