Role: Creative (Art & Copy)

In caregiving, the phrase “just a carer” downplays the skill, responsibility, and demands of the role - leaving applicants with a misleading view of the job.

We created a recruitment campaign that showed the reality of caregiving - the challenges, and the unmatched rewards.

Instead of overly sentimental imagery, we stripped everything back, allowing potential applicants to see themselves in each scenario.

Each execution started with a real caregiver’s testimonial, developed into short stories for a Metro wrap.

As a caregiver myself, this was a true labour of love, shaped by my own experience.