Agency for Integrated Care and The Secret Little Agency shine light on caregivers in new campaign

Singapore’s Agency for Integrated Care has partnered up with Singapore-based creative agency, The Secret Little Agency to launch a campaign recognising the hard work and dedication that everyday caregivers put in.

A spokesperson from The Secret Little Agency told MARKETING-INTERACTIVE that the campaign, titled 'We See You Care', aims at bringing awareness to caregivers, as well as recognising the vital role they play and offer them the resources they need. The campaign is featured in various channels, such as social, digital, cinema, and OOH display panels. 

The campaign was inspired by the neglect that caregivers face in Singapore, as seen in a survey commissioned by the Agency for Integrated Care (AIC). The survey results posited that less than half (49%) of respondents - all of whom have at least one dependent - identified or perceived themselves as carers.

The campaign video begins with a heartfelt conversation between Singapore's Minister of Health, Ong Ye Kung, and a carer. It emphasises the significance of first identifying oneself as a carer and then seeking support because it is common to feel overwhelmed when caring for others.

Minister Ong told the carer, "There are also days you find it difficult, and in times when you need that help, there are actually resources available, where they can actually introduce support groups to you as well." "If you're a carer, we know it's not easy," he added. We realise that you care, and we care as well."

This is followed by three short films that show the lived experiences of carers in Singapore. The films follow the lives of three different carers dealing with different areas of care.

The first video “Rohit” shows a young teen caring for his father with long-term illness, a boy heading home after his football practice and was telling his father about his day, serving his father food while asking “How was your day, dad?”. Then, the screen shows the protagonist’s name, age and occupation, conveying the message that caregivers come in various ages and occupations.

The second video “Hui Min” shows a mother caring for her daughter with a mental health condition, while the third video “Ah Huat” depicts an elderly husband caring for his wife who is living with dementia. They are inspired by the real people and families that AIC supports through their work. The films, shot in a single continuous take, provide us a view into a minute of these carers' lives - an authentic glimpse into their reality.

Commenting on the campaign, See Yen Theng, deputy chief of the caregiving and community mental health division at AIC, said, "There are currently many caregivers among us, and there is a large pool who will be future caregivers, be it to care for a parent, a spouse, or a relative. Through this campaign, we want to spark conversations on the important role that caregivers play and raise awareness of their contributions."

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“We knew it was important not only to identify but recognise caregivers,” said a spokesperson at The Secret Little Agency. “Having worked closely with AIC to dive deep into the lives of caregivers, it was imperative to us that we brought these stories to life truthfully and with dignity” she added.

The campaign will run till 23 July and will appear in various digital channels, including AIC’s website, YouTube channel, social media page. AIC laid out the campaign synopsis and an introduction of caregiving, as well as the support AIC provides to caregivers. According to its website, grocery retailer FairPrice, McDonald’s and supermarket chain Sheng Siong are also partners of the campaign. In terms of social media content, the agency created a series of infographics tackling some of the frequently asked questions of caregiving.

"There has never been such an intentional, nationwide campaign aimed to spread awareness about caregiving in Singapore. Given Singapore's ageing population, the number of caregivers will continue to rise - making this a very important and relevant issue for our society. The campaign focuses on caregivers - a group who often go unseen. The films, shot in a continuous take, giving us an authentic glimpse into the real lives of caregivers," said the spokesperson.

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