Creative Shootout 2024 winning agency MullenLowe has created a major new integrated campaign for Carers UK, that goes live this week
‘This Counts As Care’ aims to reduce by half, the time it takes for people to identify themselves as ‘an unpaid carer’ and access vital support earlier
The campaign is supported by media inventory donated from Creative Shootout official partners Clear Channel UK, SKY Media, The Guardian and Acast, with extensive PR support from Markettiers and 72Point
2nd September 2024:
On 25th January this year, integrated marketing agency MullenLowe was crowned winner of The Creative Shootout 2024 at BAFTA London. A creative team from the agency has since been working with Creative Shootout Charity of the Year 2024, Carers UK, on a major new campaign which will go live across multiple channels this week.
Following insight that many carers believe their actions are simply a natural part of family life, MullenLowe developed the strategic direction; namely that all forms of caring really count, regardless of the relationship – and placing families at the core of the creative platform.
The new ‘This Counts As Care’ creative highlights the often-unseen shift in relationships – whether among family, friends, or neighbours – where one person becomes an unpaid carer. Many don't identify as carers because they still see themselves as a loved one or friend – something 71% of carers took time to recognise. The creative includes a retro photo of a father bathing their infant child cutting to a grown-up daughter now needing to bathe her older father.
The campaign, launching on 2nd September, features striking photography by Megan K Eagles and will be showcased across digital Out of Home screens nationwide, provided by Clear Channel. It includes a TV commercial filmed by Eleanor Films and directed by Chris Chuky for SKY Media, complemented by digital ads on The Guardian and engaging audio content across the Acast podcasting network.
A PR campaign supported by news generation agency 72Point and broadcast PR agency Markettiers will also launch on 2nd September and will see Carers UK Chief Executive Helen Walker undertake broadcast interviews, generating significant earned coverage.
Helen Walker, Chief Executive at Carers UK comments: “Being The Creative Shootout’s Charity of the Year and working with an agency like MullenLowe truly is a game-changer for us. The creative that the MullenLowe team has developed is a long-term platform for us and will make a huge difference to the way unpaid carers see themselves, how society views caring, and the support we can provide.”
Nicky Bullard, MullenLowe Group Chief Creative Officer comments, “Over the last seven months we’ve worked incredibly closely with Carers UK, and it’s been a privilege for the team to better understand the incredible work they do, and the communications challenge they face. This creative is driven by such strong real-world insight that we think it will really break through to the millions of carers out there who simply don’t recognise themselves as a carer.”
Ben Hope, Marketing Director at Clear Channel UK, said: “When we chose to partner with the Creative Shootout for 2024, we saw an opportunity to leverage Out of Home as both a platform for good and a canvas for great creativity. The winning campaign from MullenLowe for Carers UK is incredible – a powerful creative idea raising awareness of a vital societal issue on a national scale, something so personal, to so many. I'm humbled it will reach more people in need of their message."
The Creative Shootout was founded by creative and charity entrepreneur Johnny Pitt in 2016 and is run by creative brand PR agency Launch PR. Year 8 of the awards launch for agency entry on 23rd September 2024 with more information on how to enter at www.creativeshootout.com.
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For more information on The Creative Shootout 2025:
Ellie Tudor – 07398 345137
X@TheCreativeSO Instagram @thecreativeshootout #CreativeShootout2024
The Creative Shootout 2024 Sponsors and Partners (in alphabetical order):
Acast – podcasting for creators and advertisers
Clear Channel – Out of Home media and infrastructure company
Dead Pixel – creative design and content creation
Huckletree – a network of community-driven and design-led workspaces
Jackanory – brand experience and immersive events specialists
Launch PR – creative brand PR agency
Markettiers – multi-award winning broadcast PR agency
OnePoll/72Point – survey-led market research company specialising in PR surveys and consumer insight for news generation
Reuben Sinclair – recruitment agency
Sky Media – advertising sales arm of Sky
The Guardian – national news and digital group
thenetworkone – the world’s leading independent agencies network
WardWilliams Creative – business consultancy and accountancy for the creative industries
Creative Credits:
Agency - MullenLowe
Chief Creative Officer – Nicky Bullard
Creative – Amy Bushill
Creative – Cristina Rosique Gomez
Senior Strategist – Catherine Gaunt
Account Manager – Hugh O’Sullivan
Senior Producer – Jemma Hamid
Assistant Producer – Simone Chinogurei
Senior Motion Editor – Martin Bridge
Head of Design – Ben Edwards
Senior Designer – Tom Hamilton
Designer – Holly Laidler
Digital Designer – Katrina Sawyer
Editor - Nzimah Akpan
Photography Agency – Horton Stephens
Photographer – Megan K Eagles
Retouching - CURIOUS Productions
Retoucher – Clive Biley
Retoucher – Gary Marshal
Grade – Black Kite Studios
Colourist – Rich Fearon
Senior Producer – Alizée Levrino
Sound – Jungle Studios
Engineer – Chris Southwell
Music – TJF Productions
Composer – Felix Ratigan
Casting support – Anna McAuley Casting
Production Company – Eleanor Films
President – Sophie Gold
Head of Production – Rochelle Savory
Executive Producer – Jack Howard
Director – Chris Chuky
Producer – Tony Longe
DOP – Ethan Lodge
Supporting Creative Shootout Associations:
The CIPR, CMA, IPA and DMA
The 2024 Creative Shootout Judging Panel (alphabetical order):
Nicky Bullard – Group Chief Creative Office, MullenLowe
Adam Clyne – Founder and CEO, Coolr
Mark Eaves – Founder, Gravity Road
James Gordon-MacIntosh – Co-Founder and Chief Creative Officer, Hope & Glory
Hanisha Kotecha – Chief Client Officer, Creature
Pete Markey – Chief Marketing Officer, Boots
Joel Midgley – Head of Marketing, The Guardian
Ben Mooge – Chief Creative Officer, Publicis Groupe
Simone Johnson – Head of Partnerships, Brixton Finishing School
Johnny Pitt – Founder, The Creative Shootout and Founder, Launch PR
Kat Thomas – Founder & Global Executive Creative Director, One Green Bean
Helen Walker – Chief Executive, Carers UK
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