Social campaign of the day. Care Aware - The Impossible Orchestra - Case Study

Care Aware is a campaign spanning short films, a feature length doco, a 24 hour concert, live webstreaming, a dedicated website and a smartphone app aimed at increasing the awareness of the role of carers in Australian society. In conjunction with McCann, Airbag produced this multi-faceted initiative primarily through the stories of 5 carers, shedding light on a diversity of carers that make up the 2.6 million known unpaid carers in Australia. A live event, The Impossible Orchestra 24 hr concert, was the first of its kind, with musicians working tirelessly in recognition of the sheer effort many carers undertake. The concert was live streamed and watched by 44 countries around the globe, and the short films have gone on to win international awards and acclaim.