Informal caregivers. It's not exactly a familiar term but it refers to people who care for their loved ones at home – whether elderly family members or people with disabilities. Their work is often physically and emotionally demanding, yet rarely receives the recognition it deserves. We were given a unique opportunity to help change that, at least in part.
Wondering what that means? Let's explain. For our home city of Brno, we developed Brno Cares, a public awareness campaign with a clear objective: to give residents a glimpse into the everyday reality of informal caregivers while reminding those in caregiving roles that the city is ready to support them.
Services:
Physically demanding. Emotionally exhausting. Never-ending. There are countless ways to describe life as an informal caregiver. But when we asked caregivers what they found most difficult, the answer was surprisingly simple: the ordinary moments that quietly disappear from everyday life.
Five uninterrupted minutes to enjoy a cup of coffee. A full night's sleep. For most of us, these are everyday comforts. For many caregivers, they're rare luxuries. We built the entire campaign around these small but deeply relatable moments. An untouched coffee cup or an unmade bed may seem ordinary but paired with powerful copy, they became emotional symbols of the sacrifices caregivers make every day.
The campaign's two key creative concepts appeared across a carefully planned mix of online and offline media – from social media and digital advertising to citylight posters, public transport screens, and printed ads on buses and trams. Across every channel, we encouraged caregivers to ask for help and reach out to the City's Department of Social Care. Its specialists provide practical guidance and connect caregivers with services such as free counselling, educational seminars and a wide range of support programmes.
The campaign reached virtually every adult resident of Brno. On Facebook alone, we achieved a 100% local reach among adults aged 18+, with an average frequency of 2.5 impressions per user – high enough to build awareness without causing ad fatigue. Beyond media performance, we also measured the campaign's real-world impact. Pre- and post-campaign research showed a measurable increase in public awareness of the support services available to informal caregivers in Brno, along with a higher perceived value of initiatives like this.
