Carers UK
Carers UK committed to making unpaid care impossible to overlook. With a campaign that holds up a mirror to the realities of caring.
Most unpaid carers don’t see themselves as carers at all. In fact, 71% take up to two years to recognise themselves in the role, seeing themselves first as a parent, partner, friend or neighbour.
After winning The Creative Shootout 2024 at BAFTA London, we partnered with Carers UK to tackle that challenge. We created This Counts as Care, a campaign designed to help people recognise the moment everyday support becomes care. By reflecting the gradual shift in responsibilities that often goes unnoticed, the campaign aims to halve the time it takes unpaid carers to identify themselves and access the support they deserve.
