ABOUT

Teva Pharmaceuticals wanted to raise awareness of unpaid caregivers, who represent around 43% of the population but whose work and commitment goes largely unrecognised. Teva wanted to be seen by the caregiving community as a supporting partner, directing them to the tools, initiatives and information they have available.

During this creative brief process we uncovered insights to suggest that a huge percentage of caregivers are not only caring for their loved one, but children too, often while holding down a full-time career.

We wanted to clearly communicate this relentless juggle of responsibilities, and the love and strength it takes to be a caregiver. The idea was to produce a film that truly reflected reality, making it relatable for caregivers and creating a sense of understanding and empathy in the general public. We wanted to ensure a balance between heart-wrenching moments and light-hearted moments that occur daily for a caregiver.