This September, we’re excited to launch our new campaign We See You. We want dementia carers to know that wherever they live across the UK, whatever challenges they are experiencing and however invisible they feel, we see them and know they are there. And, we are here to help.
Frances Lawrence, Dementia Carers Count CEO said: “Dementia carers often tell us that they feel invisible. Some feel trapped in their own homes as they are unable to leave the person that they are caring for. Others feel increasingly isolated as their own lives and identities go on hold as their caring responsibilities take over.”
Our first ever big advertising campaign is being supported by the JCDecaux Community Channel via donation of digital Out-of-Home advertising sites across the UK.
Chris Dooley, Head of Social Impact at JCDecaux UK, said: “We are proud to support Dementia Carers Count and their We See You campaign, helping to shine a light on the unseen and often overwhelming experiences of dementia carers. Through the JCDecaux Community Channel, we’re committed to using the power of Out-of-Home to give visibility to important causes. We hope this campaign will not only raise awareness but also ensure that more carers across the UK feel recognised, valued, and less alone.”
Julia Mazorodze, Dementia Carers Count, Director of Communications and Growth said: “We are incredibly grateful to JCDecaux Community Channel for giving us the opportunity to raise awareness of the invisibility of dementia carers and to highlight that we are here to help.”
Dementia will affect one in two of us in our lifetimes. Caring for a loved one with dementia is often tough and exhausting. People don’t realise how all-consuming it can be. Few are aware of what help is available. Many dementia carers struggle to cope, and nine in ten reach crisis point.
We worked closely with the wonderful creative agency Intro to develop this campaign. It deliberately draws attention to dementia carers in their own homes, who would otherwise remain unseen.
Ian Eves, Intro said: “We utilised graphic elements from the Dementia Carers Count branding to create a design that makes the dementia carer not only visible but the focal point of the campaign. The bold brand colours, typography and graphic style are designed to catch the viewer’s eye and quickly communicate that help is available to dementia carers.”
Dementia carers worked with us on initial drafts of the adverts, with their feedback incorporated into the final designs. We are also working with dementia carers to share their experiences of caring throughout our campaign.
Our Out-of-Home campaign adverts will be complemented by a digital campaign across our social media channels. This will include dementia carers’ stories and details of the help that they have received from us.
Lesley lives in Scotland and is a full-time carer for her mum. She was struggling to cope and came across Dementia Carers Count. Lesley joined one of our online support groups for dementia carers and took part in a series of six sessions facilitated by one of our specialists. She was able to connect with other carers and benefit from peer support as well as advice and guidance from a dementia expert.
Lesley said: “I was a 55-year-old child paddling furiously below the surface (and screaming a lot above it) during my first six months of being a full-time unpaid carer to my 81-year-old mum. I was all but sinking…and this felt like a lifeline.
“I felt very personally and compassionately heard and respected for everything I was trying to do and be for Mum. I felt seen and validated in a way I hadn’t been before. We all had space to share, ask, cry, vent, whatever we needed. I continue to be grateful to Dementia Carers Count for the opportunity to participate in such a deeply relevant and valuable series of calls.”
Through our We See You campaign, we hope to raise awareness of the challenges of dementia care and draw attention to the help that we offer. We want to support more dementia carers like Lesley.
For more information about dementia care, to get support or to make a donation visit: www.dementiacarers.org.uk
