Petro-Canada CareMakers Foundation logo with red stylized design and text.
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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.

WATCH NOW!
Man outdoors with text about not renewing driver's license in 12 years, humorous meme format.

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.

Comic strip showing caregiver's emotional journey: initial stress, bonding with child, sacrifice, and finding joy in caregiving moments despite challenges.
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Comic strip about caregiving showing a mother and child discussing medication side effects and the importance of self-care for caregivers. Features Canadian Cancer Society logo.
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Comic illustrating caregiver burnout and resilience. Features a pool mishap leading to underwater rescue, then transitions to serious scenes of exhausted caregivers. Text emphasizes the hidden struggles of family caregivers and need for support.
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The Serious Side of Care comic strip about a mother decorating a birthday cake early for her son
Comic strip about mortality: woman makes birthday wish on cake, later learns she's terminally ill, tries to hide diagnosis with humor and cake, ultimately accepting her fate with loved ones.
Comic strip showing caregiver supporting ill person, with message about the serious nature of caregiving. CareMakers Foundation calls for donations to support Canadian family caregivers.
The Serious Side of Care comic strip about a young boy who shaved his own head, with mom reacting
Comic strip showing a woman with hair loss discussing her changed self-image with her daughter, who reassures her that she remains beautiful.
Woman in mirror reflects on caregiving responsibilities while text describes the unseen emotional labor of caring for a loved one. CareMakers Foundation fundraising ad promoting support for Canadian family caregivers.
Comic strip showing a child in a pool being splashed by an adult on a floatie, with the adult deducting points for getting wet, then getting splashed back dramatically. Title: "The Serious Side of Care
The Serious Side of Care comic strip about a sibling caregiver in a swimming pool
Comic showing brother reassuring sister about caregiving, with text explaining how serious care is until experienced firsthand. CareMakers Foundation donation appeal.

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