UK children's carer campaign to kick off New Year
The story of a young carer from Lanarkshire is the focus of a national awareness campaign by the children’s charity Action for Children which begins on New Year’s Day.
This is the first advertising campaign in Action for Children’s 140 year history and will run across broadcast, online and print with the first TV advert on ITV1 from 1 January.
The advertising campaign has been created by Action for Children’s brand agency, Baby Creative and feature two 50-second executions and focuses on the transformational services and campaigning that Action for Children provides for the 170,000 vulnerable children and young people it works with.
In the first advert’s story, Nicola, a young carer, looks after her mum who has multiple sclerosis. Pushed to breaking point because she cannot cope any longer, it is the involvement of Action for Children, represented by a red flower that follows Nicola, taking the burden literally off her shoulders.
The adverts were directed by New Zealand director Dan Sumich best known for the Adidas ‘Impossible is Nothing’ campaign featuring David Beckham.
Running for five weeks, the adverts will appear on ITV, C4, Five, and satellite channels. Media planning and buying was through John Ayling & Associates.
The TV advertising is the next step of Baby Creative’s work on Action for Children’s brand. In September the charity renamed itself Action for Children, from NCH, introducing a new logo. Baby also created an entirely new ‘Brand Toolkit’ including guidelines such as writing and imagery guides, multimedia and logo usage, co and sub branding and signage.