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MullenLowe will work with Carers UK on a campaign, launching later in the year, aiming to halve the time it takes for someone to recognise themselves as an unpaid carer.

 Carers UK heard pitches from eight finalist agency teams yesterday as The Creative Shootout’s Charity of the Year partner for 2024.

Following a live brief from Helen Walker, chief executive at Carers UK, teams had just four hours to work on their creative concepts before pitching back their ideas to the judging panel and audience of hundreds at BAFTA 195 Piccadilly.  

The winner MullenLowe will now go on to stage their campaign for Carers UK, including a £10,000 agency prize and backed by a £250,000 media fund. 

This includes £100,000 worth of media inventory from Clear Channel, £50,000 worth of airtime from Sky Media, significant digital support from The Guardian, a research programme from OnePoll/72 Point, an audio package from podcast company Acast and a broadcast campaign from Markettiers. 

Helen Walker, chief executive of Carers UK, said: 

“We are delighted to see MullenLowe chosen as winner of the Creative Shootout - and incredibly excited to work with them as they use their creativity, expertise and enthusiasm to harness the potential of this campaign.

“We were blown away by the quality of the creative from all finalists which showed how they understood the many challenges which carers face every day.

“2 in 3 of us will care in our lifetime and too many carers simply do not recognise their caring role until it’s too late and they have missed out on vital financial, practical and emotional advice and support. This campaign is an amazing opportunity to raise awareness of the realities of caring and help millions look after their own health and wellbeing alongside looking after someone.” 

Founder of The Creative Shootout, Johnny Pitt, said: 

 “The 7th Creative Shootout felt like our biggest yet. From the significance of the cause and brief to the diversity of agencies involved and the scale of media support, it hit another level this year.  I’m very grateful to all our Partners for their support and am really excited to see what MullenLowe and Carers UK now go on to do.”   

 Charities that have benefited from The Creative Shootout in the past include UNICEF, Time to Change, FareShare, A Plastic Planet, Crisis and, most recently, FoodCycle. 

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