Australian Government helps carers to find support via The Monkeys
During National Carers Week, the Australian Government has launched a new campaign to raise awareness of Carer Gateway, a free support service dedicated to helping Australia’s 2.65 million unpaid carers with their caring role.
The national campaign, created by The Monkeys, part of Accenture Song, acknowledges an internal conflict experienced by many carers who find it easy to help others, but may never ask for help themselves.
Other assets:
TVC2 30″: https://www.youtube.com/watch?v=Gu1abZrZGoc
Featuring the tagline ‘Help for those who might never ask’, the campaign includes two 30-second TV commercials, video testimonials, and a suite of digital and social media assets, using images of real-life carers and their loved to authentically link the campaign with those who can see their experiences mirrored in the advertisements.
The films, directed by Novemba, depict a balance of the highs and lows of the carer experience, displaying the breadth of visible and invisible caring needs to produce a work that will resonate with a range of carers and the complexities surrounding their role.
The work was also narrated by First Nations Australian actor Deborah Mailman, who evokes a supportive and compassionate tone for the campaign, while stills used for social and digital channels were shot by Joel Pratley,
The Monkeys senior copywriter Dennis Koutoulogenis said of the campaign: “People who look after loved ones may not even think of themselves as carers. This important campaign aims to help them realise that their contribution is recognised and valued, and that support is available to them if they need it.”
Credits
Client: Department of Social Services
Creative Agency: The Monkeys, part of Accenture Song
Co-Founder & Group Chief Creative Officer: Scott Nowell
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Creative team: Tom Spicer, Alaster Spiers
Producers: Kaija Wall, Clinton Bell, Tamara Wohl & Tricia Tan
Design: Megan Leckey
Business Mgt: Jamie Clift, Andy Holmes & Rachael FlanaganProduction Company: Good Oil Films
Director: Novemba
Edit: Arc Edit
Sound: Sonar MusicMedia Agency: Universal McCann
Culturally and Linguistically Diverse Agency: Embrace Society
First Nations Agency: Cox Inall Ridgeway
Research Agency: Ipsos
PR Agency: Horizon
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