Around one in 10 people in the U.K. already look after a loved one, yet new research conducted by Essity owned incontinence brand TENA reveals that only 50% of people who provided extended family care considered themselves a “carer.” This lack of perception is largely down to those doing the care not acknowledging themselves as "carers" and, as a result, they feel more alone and unaware of the support available.
The research, conducted with Ketchum, is part of TENA’s new global campaign #NoLoveLikeIt, which sees the brand also partnering with Carers UK. Committed to providing care for both caregiver and receiver, TENA delved deep into qualitative and quantitative research to understand the realities of caring, which will become a reality for most of us at some point, as populations age and more care is provided in home by families.
In conversations with TENA, carers have remarked how the responsibility of caring for someone can feel daunting, unfamiliar, and scary. And this can be even more challenging when the person you care for is incontinent. Dealing with urine leakage can feel like one of the most demanding and uncomfortable aspects of caring routines. This adds to the emotional strain caregivers feel on top of what is a physically and mentally demanding role. Over 70% of carers in some markets suffer from stress and exhaustion, showing just how demanding the reality can be.
With the help of three real carer households, TENA goes behind closed doors to help shine a light on the realities faced by family carers and the full spectrum of emotions experienced by those caring for someone, including joy, pain and, especially, love. Becs, in her early 30s, cares for her elderly mother, while Simone looks after her husband James, who has Multiple Sclerosis. Andrew cares for his disabled daughter Phoebe, with the help of her sister Chloe.
Created by AMV BBDO, the campaign launches with this film directed by Oscar-nominated writer and Sound of Metal director Darius Marder, who’s used to filming non-actors to tell more authentic stories.
Through an intimate, honest look into what caring for a loved one is really like, the campaign highlights how caregiving situations can be simultaneously rewarding and challenging. “I’ve still got a 21-year-old who wants a cuddle every night. It’s special,” says Andrew, and “I do feel lonely sometimes,” reveals Simone in the 90-second film produced via Caviar.
Director Marder said, “I was moved to bring the unseen experiences of real carers to the screen in a sincere and artful way. Carers are largely invisible and uncelebrated. Yet they are the vast majority. Hardly any of us escape this scenario. In casting light on them, we cast light on the fabric that binds us all as humans.”
Running in the U.K., Poland, Germany, France, Italy, and Canada, the campaign goes live across TV, VOD, Social, in-store and on the TENA website.
CreditsClient Essity for the brand TENA Agency AMV BBDO London Nicholas Hulley, Nadja Lossgott, chief creative officers; Jim Hilson, creative director; Ben Smith, Dan Kennard, creative team; Yvonne Chalkley, producer. Production Caviar TV Darius Marder, director; Campbell Beaton, Nisha Mullea, producers. Editorial The Assembly Rooms Eve Ashwell, editor. Postproduction Glassworks Audio 750 Sound Audio Post Twenty Below Music
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More