top of page
Carents commercial.
Client: Carents Room
Agency: Bright Signals
My role: Ideation, Scripts, Tagline & Messaging, Ad copy, Voiceover session direction, Shoot oversight
Problem
Carents is a UK social enterprise supporting adults who care for their ageing parents. However, many people in this situation don’t see themselves as 'carers', but simply as doing what needs to be done for mum or dad - which means they often miss out on existing support.
Insight
Care comes full circle: the same adults now supporting their parents were once cared for by them.
Outputs
An emotive TV and digital campaign introducing the term 'carent' to better reflect this lived experience, helping give an invisible role a name and raise national awareness.
After developing the campaign concept, I shaped the brand positioning line, wrote the film scripts and other messaging, clearly explaining what a 'carent' is in a way that feels simple and human and directing people towards support.
bottom of page