The campaign underlines the power of being seen in advertising
In our new campaign for Tena ‘No Love Like It’, viewers are given access to private scenes of family carers, highlighting the role played by an estimated one in 10 people, according to figures by Carers UK, who selflessly tend to a loved one.
Sector
Health & WellbeingThere are few jobs that are as invisible or as completely all-encompassing and challenging as caring work. Equally, there are few jobs that are as undervalued or as invisible.
This juxtaposition sits at the heart of a new AMV BBDO campaign for Tena which embodies the same sensitivity and selflessness of the invisible work it depicts.
As Becs, one of the three carers featured in the film, who looks after her elderly mother explains: ‘I often don’t feel seen. I’m trying to teach myself to do what I want to do and also be there for my mum’.
The campaign beautifully navigates the complexities of caring; for while as the campaign declares there is #NoLoveLikeThis, there is equally a sense of ‘never-ending ness’ and pain which comes alongside the responsibilities of caring work. These emotions are all the more difficult to navigate because as a society we are so uncomfortable with discussing caring responsibilities and the huge impact they have on our lives.
According to research from Tena, one in ten people already look after a loved one, however only 50% who provide extended family care consider themselves as ‘carers’. So invisible and undervalued is this caring work, that even those people pouring huge volumes of love, time and attention into caring, don’t even value or recognise that all-encompassing role.
Storytelling matters not just because it changes the way we see the world, but it changes the way we see ourselves. This campaign not only shines a light on an experience that may be yet to come for some, it serves as a beautiful reminder to those in the thick of it, that what we do matters.
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