Carer Support Payment

Client: Social Security Scotland
Sector: Public sector, campaign
Services: Strategy, concept, direction

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.

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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.

40,000 clicks on digital advertising.

274,000 website visits to application page.

2,550 applications received during the campaign.

27 national and local media titles covered the campaign, including The Daily Record, The Scottish Sun and The Daily Mail.

“Any one of us could become an unpaid carer at any point in our lives. There’s an estimated 800,000 people in Scotland who are unpaid carers. I think the campaign helps to raise that awareness of those carers. But also reaches out to more people who might be entitled and encourage them to apply.”
Paul Traynor
Carers Trust

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