In a thrilling culmination at the Creative Shootout 2024, MullenLowe emerged victorious, securing not just a £10,000 cash prize but also a staggering £250,000 media fund to bring their vision for Carers UK to life.
The media fund, a powerhouse of support, comprises £100,000 worth of media inventory from Clear Channel, £50,000 airtime from Sky Media, and robust digital backing from The Guardian. Additional contributions include a research program from OnePoll/72 Point, an audio package from podcast giant Acast, and a broadcast campaign from Markettiers.
Tasked with a challenging brief from Carers UK CEO Helen Walker, MullenLowe's winning pitch, titled 'This is a Carer,' beautifully encapsulates the often-overlooked moments of care. Their integrated multichannel strategy, leveraging powerful out-of-home creative, stood out among the eight finalists.
Carers UK, dedicated to aiding unpaid carers, seeks to halve the time it takes for individuals to recognize themselves as carers. MullenLowe's victory promises a transformative campaign aiming to expedite support, enhance mental health, sustain employment, and offer financial assistance.
Johnny Pitt, the Creative Shootout founder, remarked on the significance of this year's event, emphasizing the diversity of agencies involved and the substantial media support. Carers UK CEO Helen Walker expressed excitement about collaborating with MullenLowe, anticipating the impactful outcomes of their creativity and expertise in reshaping perceptions around caregiving.
