Winners 2021/ Bronze

Project: We Care Too Campaign

Client: Newcastle Carers

Design: Sail Creative

Referrals to charity Newcastle Carers soared 73% due to a powerful campaign which raised awareness amongst young carers of the support they could access. 

In Newcastle alone, there are nearly 2,000 young adults aged 16 to 25 in what can be a lonely and exhausting unpaid carer’s role. Many are unaware of the help they can access. 

To tackle this problem, Newcastle Carers aimed to increase referrals to its young adult carer service through a multi-platform campaign. Using a co-creation design process, the charity and Sail Creative worked with 12 young adult carers to gain a deep insight into the realities of their lives caring for friends and family members. 

Built on their raw, honest testimony, the We Care Too campaign’s bold, concise copy and striking photography resonate, helping young people to recognise themselves as carers and providing clear signposting for getting help. 

Receiving 1,857,283 views across digital and printed billboards and generating significant media coverage, the eye-catching campaign successfully raised awareness. It helped more young adult carers access support, with referrals to the charity up 73% on the same period the previous year. And three years of funding from Children in Need was also secured as a result of the campaign, enabling the charity to provide further, vital support.