CareMakers Foundation conducts new campaign
By Derek Winkler
The Petro-Canada CareMakers Foundation has begun a new campaign called “Serious Side of Care.” The campaign, developed by DonerNorth, is intended to highlight the emotional strains of being a caregiver. The creative features comedian Gerry Dee and contrasts the style of a 1990s situation comedy with the reality of caring for a family member. It includes television, out-of-home, radio, print and digital advertising, as well as public relations and influencer activities. PR is being handled by Veritas Communications.
“The last thing people were expecting was a laugh track,” said Lance Martin, chief creative officer at DonerNorth. “But no one realizes how serious care is until they have to do it themselves. We used a powerful dramatization to highlight the struggle millions of Canadians face every day, all with the aim of motivating Canadians to recognize, support and stand behind family caregivers.”