Carer Support Payment is for people providing 35 hours a week of unpaid care to someone who is disabled or has a long-term health condition. The payment recognises the impact caring has on their ability to do paid work. There are an estimated 700,000 unpaid carers in Scotland, with almost a third living in poverty. Social Security Scotland needed a campaign that raised awareness of the payment and helped people recognise themselves as carers who may be eligible.
Discover
The true number of unpaid carers is unknown, because many people don’t see what they do as “care.” For them, it’s simply “looking after” a loved one or “doing their duty.” Research also revealed that 99% of unpaid carers support a family member, and Scottish Government insight identified four key groups: Parents of children with disabilities; Older people caring for spouses; Adults caring for parents; And young adults caring for parents.
Define
We had to help people see that what they do every day - emotionally and practically - is care. Because their support blends into daily life, many couldn’t imagine what “35 hours a week of care” looked like. We avoided leading with labels like “carer” and instead spoke about being “there for” someone. The four key groups shaped the scenarios we showed, letting us capture real, relatable moments of care in action.
Deliver
The six-week national campaign ran across radio, out-of-home, press and digital. Assets were widely shared by care organisations and by colleges and universities. The campaign also received coverage in 27 national and local news outlets and drove 274,000 visits to the application page, generating the highest number of applications since the month of the payment’s launch.
