'Care Aware' campaign by McCann highlights Australia's unpaid caregivers

The campaign features shareable online videos and aims to raise awareness about these carers, who include people from all walks of life caring for their own children, parents, other relatives, or even neighbors with all varieties of disabilities.  

The government estimates that the replacement cost for the work these carers perform would be A$40 billion annually.

John Mescall, McCann executive creative director, said, “Caring for a loved one is a natural part of the human condition, and most of us have done it or will do it at some stage. Carers aren’t martyrs; they’re doing what anyone would do for the people they love. That’s why it’s important to acknowledge their contribution and help them feel valued and supported.”

Many efforts are being made to emphasize the campaign, including a 24-hour, free symphonic concert at Melbourne’s prestigious Hamer Hall. The concert is set to include performances by the Melbourne Symphony Orchestra and the Australian National Academy of Music, among others.

The campaign has named Australian actor and author William McInnes as its face. “Many Australians don’t realize it, but at some stage in our lives we are statistically likely to become a carer for a family member, or require caring ourselves," McInnes said. "This is why it is so important that we as a nation understand what caring is and what it involves.”

CREDITS

Executive Creative Director: John Mescall
Creative Team: Pat Baron, Matt Stoddart, and Natasha Wood
Designers: Pat Baron, Cayne Snowden, and Scott Hall
Producers: Jo Alach, Pauline McMillan
Group Account Director: Adrian Mills
Senior Account Manager: Megan Jones
Film Production: Airbag
Director: Aaron Wilson
Producer: Katrina Flemming