Humans Have Roots Too by Love or Fear

Love or Fear has launched a national TV campaign to promote Elder’s live-in care at home service.

Andrea Love animated the tv ad through Curate Films, she works in wool and felt, dye.

“Despite being well-meaning, care industry advertising is often patronising and fear-mongering about people who need support," explained Elder's marketing director Gareth Main. "Working with Love or Fear and getting to the root of this intensely emotive subject, we’ve been able to create a stunning campaign that completely changes the tone and begins to reinvent how we all see ageing.”

Adding to this, Dave Dye, chief creative officer of Love or Fear said: “People are a bit like plants, you can’t just uproot them and plonk them anywhere, they’ve got a whole ‘root system’ around their home and infrastructure that nourishes them’’.