# Creative Shootout’s 2024 Charity of the Year sees campaign by winning agency go live

- Link: https://fundraising.co.uk/2024/09/04/creative-shootouts-2024-charity-of-the-year-sees-campaign-by-winning-agency-go-live/
- Published: 2024-09-04T09:28:00+01:00
- Author: Melanie May

**A new campaign for Carers UK has gone live this week, created by this year’s agency
winner of The Creative Shootout.**

Integrated marketing agency [MullenLowe](https://www.mullenlowe.co.uk/) was crowned
winner of The [Creative Shootout](https://www.creativeshootout.com/) 2024 in January.
A creative team from the agency has since been working with Creative Shootout Charity
of the Year 2024, [Carers UK](https://www.carersuk.org/), on the campaign, which
will go live across multiple channels this week. 

Following insight that many carers believe their actions are simply a natural part
of family life, MullenLowe developed the strategic direction: that all forms of 
caring count, regardless of the relationship. 

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The ‘This Counts As Care’ creative highlights the often-unseen shift in relationships–
whether among family, friends, or neighbours – where one person becomes an unpaid
carer. The creative includes a retro photo of a father bathing their infant child
cutting to a grown-up daughter now needing to bathe her older father.   

The campaign launched on 2nd September, featuring photography by Megan K Eagles,
and will be showcased across digital Out of Home screens nationwide, provided by
Clear Channel. It includes a TV commercial filmed by Eleanor Films and directed 
by Chris Chuky for SKY Media, along with digital ads on The Guardian and audio content
across the Acast podcasting network.  

A PR campaign supported by news generation agency 72Point and broadcast PR agency
Markettiers also launched on 2 September and will see Carers UK Chief Executive 
Helen Walker undertake broadcast interviews.  

Helen Walker, Chief Executive at Carers UK commented:

> “Being The Creative Shootout’s Charity of the Year and working with an agency 
> like MullenLowe truly is a gamechanger for us. The creative that the MullenLowe
> team has developed is a long-term platform for us and will make a huge difference
> to the way unpaid carers see themselves, how society views caring, and the support
> we can provide.”

Nicky Bullard, MullenLowe Group Chief Creative Officer commented:

> “Over the last seven months we’ve worked incredibly closely with Carers UK, and
> it’s been a privilege for the team to better understand the incredible work they
> do, and the communications challenge they face. This creative is driven by such
> strong real-world insight that we think it will really breakthrough to the millions
> of carers out there who simply don’t recognise themselves as a carer.”

Year 8 of the awards will launch for agency entry on 23 September. 2025’s theme 
is hidden disabilities and [charity nominations opened in June](https://fundraising.co.uk/2024/06/06/nominations-open-for-creative-shootout-charity-of-the-year-2025-with-hidden-disabilities-theme/),
with the winner soon to be announced.