Carers SA

A campaign to support South Australia's young carers

THE BRIEF

How do you get young carers to identify with their situation and seek out support from Carers SA?

South Australia is home to over 30,000 young carers—most of whom don’t consider themselves as carers. They believe what they do is a responsibility or an act of love. In their efforts to care for someone else, young carers often miss out on formative youth experiences, like hanging out with friends, pursuing passions and performing in school.

Whether it’s grocery shopping or emotional support, Carers SA offers invaluable support to people under the age of 25 years looking after a family member or friend. As a young carer, all you have to do is register with Carers SA to access these services. The organisation wanted to help young carers identify with their situation and find a balance between caring for their loved ones, and caring for themselves.

The solution: help young carers realise they don’t have to grow up sooner than they have to, just because they’re caring for a loved one.

Services Provided
 Insights & Strategy, Design & Motion Graphics, Creative Campaigns, Film & Photography, Digital Marketing & Websites

Fuller developed a communication strategy, messaging and creative assets to engage with a targeted audience across digital media.

Are you a Young Carer

Video ads put viewers in the shoes of a young carer—the trials, responsibilities and sacrifices—and helped them question if they were in a similar situation. Accompanying static ads highlighted examples of how Carers SA worked with real life young carers to balance their duties and their personal life through counselling, advice and support.

Results

The Facebook and Instagram ads gained more than 500,800 impressions, reached more than 67,900 people and recorded 1,755 link clicks through to the landing page. On BVOD, the 30-sec ad received 100,925 impressions with 97.4% of people watching the ad all the way through.

  • 54,000+

    Facebook and Instagram video views

  • 40,800

    YouTube views

  • 97.4%

    BVOD view through rate

Felix
Young Carer | Age 14

The Young Carers campaign led to a 192% increase in activity on the Carers SA website. But most importantly, it showed young carers that it was possible to take on the responsibilities of being a carer without having to sacrifice the everyday moments of their youth.

  • 192%

    increase in website activity

  • 43%

    of website activity was driven by social ads

  • 28%

    increase in conversions of people aged between 18 and 24