The Campaign

Australia is home to approximately 380,000 young carers. They provide unpaid care and support for ill, disabled or otherwise disadvantaged family members or friends. FESTofALL aimed to create a series of events in every state and territory in June to unite young carers, provide them with a day of fun, an opportunity to build support networks and learn more about available resources. The strategy focussed on four main areas: • Earned media • Social media • Celebrity engagement • Stakeholder outreach We developed a website to facilitate registrations, inform and support. Facebook, Twitter, Vimeo and Pinterest channels were created to communicate updates and generate interest. In the process we created an online community for young carers and their support networks to interact. Registrations opened and inspirational carer stories, coupled with celebrity endorsement, attracted widespread media attention. Our brains trust helped deliver the FESTofALL message to people traditional media couldn’t reach, particularly in Culturally and Linguistically Diverse communities. Eleven large scale events across Australia on 24 June brought together more than 4000 young carers, their friends and families. Young Australians who had never before been recognised for their role as a carer met other young carers and learned about valuable support available. The issue of caring at a young age was thrust into mainstream media for the first time and more than 110 pieces of coverage was earned during the four-month FESTofALL campaign.

The Brief

Create a series of events in every state and territory in June to unite young carers, provide them with a day of fun, an opportunity to build support networks and learn more about available resources. AUDIENCE: • Young carers and their care recipients – to raise awareness of the events in each state and territory and encourage young carers, family and friends to participate • Broader Australian population – to inform and educate about a significant proportion of the population not often heard about; to identify hidden young carers, those who take on caring responsibilities without self recognition

Results

Eleven large scale events across Australia on 24 June brought together more than 4000 young carers, their friends and families. Young Australians who had never before been recognised for their role as a carer met other young carers and learned about valuable support available. The issue of caring at a young age was thrust into mainstream media for the first time and more than 110 pieces of coverage was earned during the four-month FESTofALL campaign. Total TweetReach was 64,000 with 21 million (equivalent to the Australian population) via mainstream media, without any paid spots. The event was acknowledged by Australian Prime Minister, Julia Gillard, who wrote an open letter to young carers, thanking them for their commitment. Our work generated more than 100 new partnerships, including an agreement with the UK Children’s Society to share FESTofALL with UK young carers.

Execution

We developed a website to facilitate registrations, inform and support. Facebook, Twitter, Vimeo and Pinterest channels were created to communicate updates and generate interest. In the process we created an online community for young carers and their support networks to interact. Financial assistance was available to assist young carers living in regional and remote areas to get to their closest event and we managed a 1300-phone line to field inquiries. Registrations opened and inspirational carer stories, coupled with celebrity endorsement, attracted widespread media attention. Our brains trust helped deliver the FESTofALL message to people traditional media couldn’t reach, particularly in Culturally and Linguistically Diverse communities. To ensure the events provided opportunities for young carers to unite and connect with organisations, we asked aligned service providers to host information stalls and provide resources for event show bags.

The Situation

Australia is home to approximately 380,000 young carers. They provide unpaid care and support for ill, disabled or otherwise disadvantaged family members or friends. Young carers take on responsibilities well beyond their years – things like cooking, cleaning, managing finances and administering medication become part of their daily routines. While many are proud of what they do, many also feel the weight of their responsibilities. All deserve support and recognition.

The Strategy

The Australian Government funded initiative, part of the National Carer Strategy released in 2011, was a unique undertaking. We bid for the work with a consortium of leading advocacy and not-for-profit groups including Carers Australia, the Foundation for Young Australians, Australian Multicultural Foundation and the Federation of Ethnic Communities’ Councils Australia. This group was our brains trust. We needed to ensure the events were enticing enough for young carers to dedicate their precious free time, with activities and entertainment that appealed to the broad demographic of 5-25 year olds. Be it watching a game of Australian Rules football, a free concert or a trip to the circus, we wanted to recognise young carers for their efforts, and to provide a deserved money-can’t-buy experience. We created FESTofALL. The strategy focussed on four main areas: • Earned media • Social media • Celebrity engagement • Stakeholder outreach