NSW Government has a valuable online resource to help those that care for loved ones. The problem we were tasked to address is the fact that carers don't consider themselves as such and thus rarely seek help for themselves in assisting others.

Launched in National Carers Week, the national campaign promoted Carer Gateway to carers Australia-wide with the tagline ‘Help for those who might never ask’. The campaign acknowledges an internal conflict experienced by many carers who find it easy to help others, but may never ask for help themselves.

The campaign focuses on the carer, and the carer experience. The use of real-life carers with their loved ones authentically links the campaign with those who can see their experiences mirrored in the advertisements.