Giving caregivers the support they didn't realize they needed.

The Amherst H. Wilder Foundation, a non-profit community organization, approached us with a unique challenge. They wanted a way to help caregivers connect to the resources and support they need to better take care of their loved ones and themselves. The challenge: Caregivers often have no idea they are caregivers. So our creative work first had to help people see themselves as caregivers. The disarmingly simple campaign, placed across the Minneapolis St. Paul metro area, used real caregivers to reframe what caregiving is and drove to a full digital experience designed to offer these selfless individuals a helping hand.