Part-time child

Background

Carers Support West Sussex (CSWS) is a local charity team of staff and volunteers, working with and for family and friend carers. With approximately 30,000 registered carers under their care, they operate various initiatives to support them.

The brief

The CSWS team approached us wanting to diversify their income streams by adding an individual giving campaign to their portfolio. For this diversification to be successful we needed to factor in some work around educating and raising awareness in the community about the role of the unpaid carer, with particular emphasis on young carers.

The work

We started by carrying out a deep dive into Carers Support, their services, previous marketing campaigns and audience insight. This fuelled our thinking around the proposition and helped shift focus from cared-for to carers.

The proposition we developed focused on young carers giving us a powerful platform to engage existing supporters and acquire new supporters. We led with emotion and empathy, demonstrated the problem and positioned Carers Support as the solution.

Our creative team developed a range of concepts for the campaign based on the proposition and messaging. We wanted the creative to stand out and be unique to Carers Support, so it needed to be attention-grabbing and quickly educate the audience on the impact of being a child carer.

The headline plays on the notion of a caring role being a full-time job, not something you expect any child to have to contend with during their childhood. We produced a range of assets to support the campaign from social ads to web banners, A5 DM leaflets to website landing page copy.