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Writer's pictureThe Creative Shootout

MullenLowe launches ‘This Counts As Care’ campaign for Carers UK

  • Creative Shootout 2024 winning agency MullenLowe has created a major new integrated campaign for Carers UK, that goes live this week

  • ‘This Counts As Care’ aims to reduce by half, the time it takes for people to identify themselves as ‘an unpaid carer’ and access vital support earlier 

  • The campaign is supported by media inventory donated from Creative Shootout official partners Clear Channel UK, SKY Media, The Guardian and Acast, with extensive PR support from Markettiers and 72Point 



2nd September 2024: 

On 25th January this year, integrated marketing agency MullenLowe was crowned winner of The Creative Shootout 2024 at BAFTA London.  A creative team from the agency has since been working with Creative Shootout Charity of the Year 2024, Carers UK, on a major new campaign which will go live across multiple channels this week. 

 

Following insight that many carers believe their actions are simply a natural part of family life, MullenLowe developed the strategic direction; namely that all forms of caring really count, regardless of the relationship – and placing families at the core of the creative platform. 

 

The new ‘This Counts As Care’ creative highlights the often-unseen shift in relationships – whether among family, friends, or neighbours – where one person becomes an unpaid carer. Many don't identify as carers because they still see themselves as a loved one or friend – something 71% of carers took time to recognise. The creative includes a retro photo of a father bathing their infant child cutting to a grown-up daughter now needing to bathe her older father.   

 

The campaign, launching on 2nd September, features striking photography by Megan K Eagles and will be showcased across digital Out of Home screens nationwide, provided by Clear Channel. It includes a TV commercial filmed by Eleanor Films and directed by Chris Chuky for SKY Media, complemented by digital ads on The Guardian and engaging audio content across the Acast podcasting network.  

 

A PR campaign supported by news generation agency 72Point and broadcast PR agency Markettiers will also launch on 2nd September and will see Carers UK Chief Executive Helen Walker undertake broadcast interviews, generating significant earned coverage.  

 

Helen Walker, Chief Executive at Carers UK comments: “Being The Creative Shootout’s Charity of the Year and working with an agency like MullenLowe truly is a game-changer for us. The creative that the MullenLowe team has developed is a long-term platform for us and will make a huge difference to the way unpaid carers see themselves, how society views caring, and the support we can provide.”  

 

Nicky Bullard, MullenLowe Group Chief Creative Officer comments, “Over the last seven months we’ve worked incredibly closely with Carers UK, and it’s been a privilege for the team to better understand the incredible work they do, and the communications challenge they face. This creative is driven by such strong real-world insight that we think it will really break through to the millions of carers out there who simply don’t recognise themselves as a carer.” 

 

Ben Hope, Marketing Director at Clear Channel UK, said: “When we chose to partner with the Creative Shootout for 2024, we saw an opportunity to leverage Out of Home as both a platform for good and a canvas for great creativity. The winning campaign from MullenLowe for Carers UK is incredible – a powerful creative idea raising awareness of a vital societal issue on a national scale, something so personal, to so many. I'm humbled it will reach more people in need of their message."  

 

The Creative Shootout was founded by creative and charity entrepreneur Johnny Pitt in 2016 and is run by creative brand PR agency Launch PR. Year 8 of the awards launch for agency entry on 23rd September 2024 with more information on how to enter at www.creativeshootout.com.  

 

ends 


For more information on The Creative Shootout 2025: 

Ellie Tudor – 07398 345137 

X@TheCreativeSO  Instagram @thecreativeshootout #CreativeShootout2024 

 

The Creative Shootout 2024 Sponsors and Partners (in alphabetical order):   

Acast – podcasting for creators and advertisers   

Clear Channel – Out of Home media and infrastructure company   

Dead Pixel – creative design and content creation    

Huckletree – a network of community-driven and design-led workspaces  

Jackanory – brand experience and immersive events specialists  

Launch PR – creative brand PR agency  

Markettiers – multi-award winning broadcast PR agency  

OnePoll/72Point – survey-led market research company specialising in PR surveys and consumer insight for news generation 

Reuben Sinclair – recruitment agency   

Sky Media – advertising sales arm of Sky  

The Guardian – national news and digital group   

thenetworkone – the world’s leading independent agencies network   

WardWilliams Creative – business consultancy and accountancy for the creative industries  

 

Creative Credits:  

Agency  - MullenLowe

Chief Creative Officer – Nicky Bullard 

Creative – Amy Bushill  

Creative – Cristina Rosique Gomez 

Senior Strategist – Catherine Gaunt  

Account Manager – Hugh O’Sullivan 

Senior Producer – Jemma Hamid 

Assistant Producer – Simone Chinogurei 

Senior Motion Editor – Martin Bridge 

Head of Design – Ben Edwards  

Senior Designer – Tom Hamilton  

Designer – Holly Laidler 

Digital Designer – Katrina Sawyer  

Editor - Nzimah Akpan 

 

Photography Agency – Horton Stephens 

Photographer – Megan K Eagles 

 

Retouching - CURIOUS Productions 

Retoucher – Clive Biley 

Retoucher – Gary Marshal 

 

Grade – Black Kite Studios 

Colourist – Rich Fearon 

Senior Producer – Alizée Levrino 

 

Sound – Jungle Studios 

Engineer – Chris Southwell 

 

Music – TJF Productions 

Composer – Felix Ratigan  

 

Casting support – Anna McAuley Casting 

 

Production Company – Eleanor Films 

President – Sophie Gold 

Head of Production – Rochelle Savory 

Executive Producer – Jack Howard 

Director – Chris Chuky 

Producer – Tony Longe 

DOP – Ethan Lodge 

 

Supporting Creative Shootout Associations:   

The CIPR, CMA, IPA and DMA  

  

The 2024 Creative Shootout Judging Panel (alphabetical order):    

Nicky Bullard – Group Chief Creative Office, MullenLowe  

Adam Clyne – Founder and CEO, Coolr  

Mark Eaves – Founder, Gravity Road  

James Gordon-MacIntosh – Co-Founder and Chief Creative Officer, Hope & Glory  

Hanisha Kotecha – Chief Client Officer, Creature  

Pete Markey – Chief Marketing Officer, Boots  

Joel Midgley – Head of Marketing, The Guardian  

Ben Mooge – Chief Creative Officer, Publicis Groupe  

Simone Johnson – Head of Partnerships, Brixton Finishing School  

Johnny Pitt – Founder, The Creative Shootout and Founder, Launch PR   

Kat Thomas – Founder & Global Executive Creative Director, One Green Bean  

Helen Walker – Chief Executive, Carers UK  

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