William McInnes fronts campaign for Care Aware

Care Aware: supports 2.6m Australian carers

Actor and author William McInnes is the face of a new campaign to acknowledge the contribution carers make to society.

The first phase of a campaign for Care Aware by McCann centres on the website, which provides resources to help carers, information on how to become a ‘Care Aware Workplace’, and encourages social interaction to help spread the Care Aware message.

The site also features a number of videos that showcase Care Aware’s work.

McInnes said: “Many Australians don’t realize it, but at some stage in our lives we are statistically likely to become a carer for a family member, or require caring ourselves. This is why it is so important that we as a nation understand what caring is and what it involves.”

Another key part of the campaign is a continuous 24-hour symphonic concert in October at Melbourne’s prestigious Hamer Hall. Called The Impossible Orchestra 24-Hour Concert, the event will be performed with support from the Melbourne Symphony Orchestra, Orchestra Victoria and the Australian National Academy of Music.

McCann ECD John Mescall said: “From the agency’s perspective, we can’t imaging a more important campaign to be working on. Caring for a loved one is a natural part of the human condition, and most of us have done it or will do it at some stage. Carers aren’t martyrs; they’re doing what anyone would do for the people they love. That’s why it’s important to acknowledge their contribution and help them feel valued and supported.”

Executive Creative Director: John Mescall
Creative Team: Pat Baron, Matt Stoddart, Natasha Wood
Designers: Pat Baron, Cayne Snowden, Scott Hall
Producers: Jo Alach, Pauline McMillan
Group Account Director: Adrian Mills
Senior Account Manager: Megan Jones
Film Production: Airbag
Director: Aaron Wilson
Producer: Katrina Flemming



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