We Care, Too

How do we reach young adult carers, in Newcastle that are under the radar? That are caring for a friend, partner or family member in isolation, without support? We worked with Newcastle Carers and the young adult carer team to tackle this problem. Our objective was to increase awareness of the role, and referrals to the charity, using a co-production approach.

It was imperative that the project raised national and social awareness of a topic that affects 7 million lives across the UK. We worked closely with Young Adult Carers aged 18-24, Newcastle Carers and the NHS, which provided primary insight ensuring the audience were at the heart of the campaign. Young Adult Carers were at the heart of all decision making.

Our strategic solution #WeCareToo was to put the young people and their identity at the forefront, and the fact that they look after someone as secondary. It was formed through bespoke photography and messaging, working across digital, print and large format mediums. With 24 adshells and 2 billboards across the region we had 1,857,283 impacts. The campaign was widely supported by the public sector, with coverage on BBC news, as well as national radio.

I have been working in caring for 14 years, and never been able to get across the variation and truth of the caring role. This creative execution is something I will use for the rest of my career.

Katie Dodds, CEO