Carers Victoria calls for public support in new campaign by Icon Agency

Carers Victoria is calling on the public to pledge their support for the 726,600 people in Victoria who provide unpaid care to family members and friends with a disability, mental illness, chronic health issue, or age-related condition.

In a new integrated communications campaign developed with Icon Agency, Carers Victoria is shining the light on the incredible work these unpaid carers do.

Carers Victoria

Of the 2.7 million carers Australia-wide, most are caring for someone close to them without pay or recognition. They are represented by peak body Carers Victoria, who worked with Icon Australia to develop a range of collateral under the creative platform ‘Truly Incredible Care’.

“This subject is something that deserves greater awareness, it’s a human story that isn’t told enough. Hopefully by telling these stories we help enable more carers the help they need with theirs,” Icon Agency creative director, Ed Bechervaise, said.

Icon drew on interviews, research, and workshops to develop a campaign strategy that encompasses content production, traditional and social media engagement, and digital marketing. It worked to bring to life the ‘Truly Incredible Care’ story with a series of films which visualise the work unpaid carers do.

Core to the message of the campaign is the push for members of the public to sign up as a Carers Victoria supporter. With the continued state of lockdown in Victoria, there is a heightened push on digital marketing for Victorians to pledge through a dedicated online portal.


Group Account Director: Hazel Tiernan
Account Director and Producer: Sam Cairns
Creative Directors: Ed Bechervaise, Rod Clausen, Andrew North 
Design: Nana Derkyi

PR and social media
Senior Account Director: Fiona Miller
Account Manager: Jonathan Ding
Account Executive: Robyn Rigoli
Digital Marketing
Digital Marketing Specialist: Tammy Trinh
Senior Digital Producer: Kim Elliott
Designer: Warren Sheean
Visuals production
Video Production: Accordion Productions
Photographer: Thom Rigney


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