How do you sensitize an entire province to a massive social health concern that goes largely unnoticed? The Care-ring Voice Network wanted to send an urgent message to Quebecers that people who care for sick loved ones (‘caregivers’ as they are more formally called) face serious life-threatening problems, and need support.
In partnership with Uniprix, we developed the bilingual "Caregivers are Not Superheroes" campaign to highlight the overwhelming demands that millions of caregivers face everyday. The "I am not a superhero" slogan turned a popular comic book narrative on its head: "I can't leap over tall buildings". The message: Caregivers should not be expected to provide 24 hour/day care without proper support from the healthcare system. The campaign included print material, a micro site, and a public service announcement.