Wesley Mission focus on pressures on disability carers in new campaign
Wesley Mission is highlighting the pressures placed on disability carers in a new campaign created by Sydney-based content agency Storyhead.
The ad visually highlights these pressures as cracks forming on the carer’s body before she finally crumbles under the pressure. The idea for the ad comes from the charity’s own research which found that eight in every 10 disability carers fear a mental breakdown in the absence of respite care.
Wesly Mission CEO Rev Dr Keith Garner said: “Caring for someone with a disability is a non-stop 24/7 commitment. Carers are more likely to take up the role of a primary carer due to a sense of family responsibility, with 60 per cent of carers providing more than 100 hours of care per week.
“The caring role has a significant impact with life becoming extremely complex, any sense of self being compressed, and freedom and options disappear.”
The concept for the campaign was developed by the Wesley Mission creative team who commissioned Storyhead to produce the commercial.
Credits:
- Creative Director: Grainne Hogan
- Business Development Manager: Paul Mendham
- SFX: Jeremy Kelly-Bakker
- Director: Geoff Young_
- Producer: Tom Olyslagers
- Shot on: Panasonic GH4 (in 4K)
- Production Company: STORYHEAD
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Nice campaign for an important issue.
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Unpaid carers are the forgotten Australians. They save this country billions a year and don’t even receive the minimum wage. Without unpaid carers, this country would be in total aged care and disability care meltdown, yet the government does not recognize carers as workers even though they do the same (if not more) than paid carers. What is a disgrace, is that governments know that they are reaping the benefits of unpaid carers and fail to officially recognize this. Instead of paying unpaid carers a decent wage, super other benefits, the government create useless support services that cost them billions that cannot possibly cope with the needs of carers. They pretend to understand and show support but in reality, they duck and weave so they don’t have to do the right thing and fully recognize unpaid carers. This charity ride for carers by the pollys is a typical example of their scheming nature and pretence. Tell governments that they cannot continue to treat unpaid carers as ‘sweat-shop’ labor and fully recognize unpaid carers so they are protected by law
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