Care homes struggle to find staff, no matter whether they are looking for trainees or carers who have already undergone training. In addition, there are lots of prejudices that prevent the target group from choosing this career.

We wanted to find a way to make young people interested in a career as a carer.

The task was to recruit university graduates to train as carers, and to recruit trained staff from hospitals, too. In addition, a further aim lay in breaking down existing prejudices against this profession.

People, and their lives, are at the heart of long-term care. We show this with Rosemarie’s touching life story: she sits in her room aged 90, receiving daily support from her carer, Livio. It reminds us that a career in long-term care work is an opportunity to help others and become part of their stories.

As a carer, you become part of their life and grow as a person through your tasks.

Long-term care has to combat an array of prejudices. In particular, old people who need care are seen as old, generic, faceless, grey people who are no longer able to eat without assistance and who need other people to wipe their bottoms for them. These grey, wise and stooped figures ‘hide’ people who have lived their lives and have many stories to tell, as they did before. Long-term care is always about people and their lives, and we wanted to remind people of this with this touching short film about Rosemarie’s life.

Based on the life story of Rosemarie Adler, supported by various interviews, the moving story was told as authentically as possible. All the characters are based on the family's photo album.

A total of 45 different characters were created. Rosemarie alone consisted of 18 different variants.

From the first clothes shop to the border post, all the buildings are based on the originals. The clothing was created in line with the fashion trends of the decade in question and adapted to suit the visual style of the film.

(The workbook for the film consisted of over 400 pages.)

The campaign was disseminated online and targeted at university graduates and people already working as carers. The result? Within 3 weeks half a million views on YouTube in German-speaking Switzerland, an average view time of 1:50 mins, more than 50,000 shares on social media and lots of positive feedback on the topic.