THE CHALLENGE
In the UK, 5.7 million individuals provide unpaid care, yet many are unaware of what this truly involves. Our brief was to raise awareness by supporting Smart Energy GB’s ‘Carer 2 Carer’ campaign launch in collaboration with Carers UK.
THE STRATEGY
We aimed to demonstrate how smart meters can assist vulnerable individuals and their caregivers by streamlining daily tasks and helping manage energy consumption and household finances.
Our filming approach relied on authentic storytelling that highlighted the experiences shared by both celebrity and non-celebrity caregivers, fostering relatable representation and a connection to the broader community.
THE CREATIVE
We produced unscripted content that emerged from genuine conversations centered around two themes: ‘What I Wish I’d Known…’ and ‘What Advice Would I Give to Others…’. The incorporation of Post-it notes created a powerful collage that visually represented the caregiving journey.
THE RESULTS
The films conveyed heartfelt, practical advice through sincere stories, illustrating how smart meters can help alleviate time management challenges and reduce the stress of bill handling.
– The highest viewed video for a PR campaign Smart Energy GB has ever made
– 1m views
– 733k views on YouTube by unpaid carers
– Included in 250 pieces of online coverage, mentioned during 29 radio interviews and shared with 38,000 unpaid carers
