Carers UK's major new, multi-channel, awareness campaign, aiming to reduce by half the time it takes for people to identify themselves as an unpaid carer, has launched today.

Following insights that many people don’t consider caring for a loved one or relative as care, the ‘This Counts as Care’ campaign will raise awareness of unpaid caring so that carers begin to access vital information, advice and support.

It will highlight the often-unseen shift in relationships – whether among family, friends or neighbours – where one person becomes an unpaid carer. 
 
There are currently 5.7 million people across the UK caring for an ill, elderly or disabled relative or friend long-term, but research shows that the time it takes for people to recognise themselves as unpaid carers contributes to the delay in them not accessing the support and information available.

Creative Shootout 2024 winning agency MullenLowe has developed the campaign which will encourage people to reflect on whether they, or someone they know, is an unpaid carer, at no cost to Carers UK.

The campaign is also supported by media inventory donated from Creative Shootout official partners Clear Channel, SKY Media, The Guardian and Acast, with extensive PR support from Markettiers, 72Point and OnePoll.  

The Creative Shootout is the UK’s leading creative-for-good awards, that puts the best creative agencies in the spotlight, to support one deserving charity each year with Carers UK being the beneficiary in 2024.  

The TV advertisement leading the campaign can be viewed here.