South Australia is home to over 30,000 young carers—most of whom don’t identify as carers. They consider what they do as a responsibility or an act of love. Whether it’s hanging out with friends or pursuing their passions, young carers often miss out on formative youth experiences. Carers SA wanted to help young carers identify with their situation and find a balance between caring for their loved ones, and caring for them themselves.
We created a social campaign that helped young carers realise they don’t have to grow up sooner than they have to, just because they’re caring for a loved one. Video ads helped viewers identify themselves as young carers. Accompanying static ads, featuring real young carers, told stories of how Carers SA worked with young people in similar situations to balance their caring duties and their personal life through counselling, advice and support.
On Facebook and Instagram, the videos recorded more than 54,000 views, with 41,021 of these views being 100% in duration. The static ads garnered high engagement, attributing to 72% of the total link clicks. On YouTube, the ad recorded 40,800 views—almost 60% of which were from people aged between 18 and 24 years. Of the 192% increase in website activity, the social media ads attributed to 43% of the visitors.
Involvement: Conceptualisation and development of the idea platform and assets • Scripting • Film Direction • Copywriting
Agency: Fuller Brand Communication
Credits: Will Fuller - Managing Director/Creative Director • Marcus La Forgia - Communications Director • Joshua Newnes - Head of Content • Jarrod Knoblauch - DOP/Editor • Cassandra Ryan - Account Director • Zoe Christoforou - Producer • Matilda Toepfer - Head of Digital • Lewis Brideson - Digital Marketing Strategist • Philippa Lawrie - Digital Designer
