Challenge:

In 2022, a health advertising agency, 21GRAMS launched an open creative brief for D&AD New Blood Awards, to help unpaid carers.

​

Outcome and my role:

In the 2021 ‘State of Caring survey', 30% of carers rated their mental health as 'bad' or 'very bad. Lack of respite from their caring role is a long-standing factor. Using an insight that even a one-day break can help carers with their mental health, I decided to tackle this issue by having a brand partnership with the homestays and rentals platform, Airbnb. Airbnb launches CareBnB, an initiative that encourages carers to take mini-breaks. By allowing them to use unused weekday rooms for the price of a cleaning fee, carers will be encouraged to take care of their mental and physical health. Rooms are free except for the cleaning fee. Carebnb continues to support the carers to engage in self-care by providing aftercare and suggestions of how to look after themselves. For this campaign, I was responsible for concepting, art direction, design and illustration as well as animation.

​

Results:

The campaign has received a D&AD New Blood Award, Wooden Pencil.

Find the work on D&AD's website here.