WE'RE PROUD TO SHARE OUR NEWEST CAMPAIGN
"THE SERIOUS SIDE OF CARE"
One in four Canadians currently care for a loved one, yet there’s still a major gap between how caregiving is perceived and how it’s experienced. Pop culture offers countless examples of shows that play family caregiving for laughs, but for millions of Canadians it isn’t funny. It’s filled with emotional anguish, guilt, and isolation, and that story needed to be told.
Emotionally challenging ads are up to twice as effective at being noticed and 23% more memorable. Our 60-second spot invites Canadians to feel what it’s like to be suddenly thrust into caregiving.
Comedian Gerry Dee is our key collaborator, sharing personal stories about caring for his dad.
Alongside Gerry, our integrated campaign features Out-of-Home posters, radio, and newspaper comic strips.
