Caremakers "Unexpected Firsts" Campaign
On November 4th, the Petro-Canada CareMakers team in collaboration with Doner were proud to release a new campaign that highlights the often sudden nature of becoming a caregiver, titled “Unexpected Firsts”. The goal of the campaign was to grab attention and to connect emotionally with their audience, and was designed to be pushed across multiple channels and demonstrate the breadth of caregivers that are supported by the foundation.
The campaign was strategically created to put emphasis on how caregiving is a first for everyone involved as learning to care for a family member takes time, patience, and love. Caregiving is a challenging endeavour but also a beautiful one, and the CareMakers foundation is here to help lighten the load through all of it.
The campaign is targeted primarily towards Gen X caregivers and had the help of influencers like Stéphane Alexis (@stephane_alexis), Leilanie & Michael (@lavishedingrace) and Compassion In Caregiving (@compassionincaregiving). The campaign featured interview-style clips that targeted the firsts in the caregiving experience – from their first moment of frustration, to their first moment of joy, to advice for first-time caregivers. By focusing on firsts, the campaign creates a sense of unity amongst caregivers and ensures first time caregivers that they are not alone in their journey. 
