Around one in 10 people in the U.K. already look after a loved one, yet new research conducted by Essity owned incontinence brand TENA reveals that only 50% of people who provided extended family care considered themselves a “carer.” This lack of perception is largely down to those doing the care not acknowledging themselves as "carers" and, as a result, they feel more alone and unaware of the support available.

 The research, conducted with Ketchum, is part of TENA’s new global campaign #NoLoveLikeIt, which sees the brand also partnering with Carers UK. Committed to providing care for both caregiver and receiver, TENA delved deep into qualitative and quantitative research to understand the realities of caring, which will become a reality for most of us at some point, as populations age and more care is provided in home by families.

In conversations with TENA, carers have remarked how the responsibility of caring for someone can feel daunting, unfamiliar, and scary. And this can be even more challenging when the person you care for is incontinent. Dealing with urine leakage can feel like one of the most demanding and uncomfortable aspects of caring routines. This adds to the emotional strain caregivers feel on top of what is a physically and mentally demanding role. Over 70% of carers in some markets suffer from stress and exhaustion, showing just how demanding the reality can be.

With the help of three real carer households, TENA goes behind closed doors to help shine a light on the realities faced by family carers and the full spectrum of emotions experienced by those caring for someone, including joy, pain and, especially, love. Becs, in her early 30s, cares for her elderly mother, while Simone looks after her husband James, who has Multiple Sclerosis. Andrew cares for his disabled daughter Phoebe, with the help of her sister Chloe.

Created by AMV BBDO, the campaign launches with this film directed by Oscar-nominated writer and Sound of Metal director Darius Marder, who’s used to filming non-actors to tell more authentic stories.

Through an intimate, honest look into what caring for a loved one is really like, the campaign highlights how caregiving situations can be simultaneously rewarding and challenging. “I’ve still got a 21-year-old who wants a cuddle every night. It’s special,” says Andrew, and “I do feel lonely sometimes,” reveals Simone in the 90-second film produced via Caviar.

Director Marder said, “I was moved to bring the unseen experiences of real carers to the screen in a sincere and artful way. Carers are largely invisible and uncelebrated. Yet they are the vast majority. Hardly any of us escape this scenario. In casting light on them, we cast light on the fabric that binds us all as humans.”

Running in the U.K., Poland, Germany, France, Italy, and Canada, the campaign goes live across TV, VOD, Social, in-store and on the TENA website.

Credits

Client Essity for the brand TENA Agency AMV BBDO London Nicholas Hulley, Nadja Lossgott, chief creative officers; Jim Hilson, creative director; Ben Smith, Dan Kennard, creative team; Yvonne Chalkley, producer. Production Caviar TV Darius Marder, director; Campbell Beaton, Nisha Mullea, producers. Editorial The Assembly Rooms Eve Ashwell, editor. Postproduction Glassworks Audio 750 Sound Audio Post Twenty Below Music

MySHOOT Profiles