Teva Pharmaceuticals wanted to raise awareness of unpaid caregivers, who represent around 43% of the population but whose work and commitment goes largely unrecognised. Teva wanted to be seen by the caregiving community as a supporting partner, directing them to the tools, initiatives and information they have available.

During this creative brief process we uncovered insights to suggest that a huge percentage of caregivers are not only caring for their loved one, but children too, often while holding down a full-time career.

We wanted to clearly communicate this relentless juggle of responsibilities, and the love and strength it takes to be a caregiver. The idea was to produce a film that truly reflected reality, making it relatable for caregivers and creating a sense of understanding and empathy in the general public. We wanted to ensure a balance between heart-wrenching moments and light-hearted moments that occur daily for a caregiver.

From an early stage Anders (the Director) made the decision to go for anamorphic lenses allowing the film to feel as realistic as possible whilst still pursuing a more cinematic way of telling the story. We also opted for some exciting rigs for the camera to allow the viewer to feel even closer to our caregiver. A SnorriCam rig was used for some scenes that allowed for the camera itself to be strapped onto our protagnist’s body in order to literally follow her every move.

The lighting was also designed drawing inspiration from the real world, ensuring nothing felt too lit or overstylised. The lighting was focussed on the space itself, letting the actors play out their parts within the space in the carefully curated set.

As the campaign has just launched, we don’t have any data on the impact or change in behaviour yet. The reach has been impressive with a wide variety of publications picking up on the film worldwide, and TV conversation on Channel 13 in Israel. Teva have gone live with the campaign at a global level and the local markets have been very quick on the uptake and adaptation of the campaign, with some already releasing it themselves.