Finalist
Embracing Carers® Carer Well-Being Index: Taking on the COVID-19 Carer Crisis
Summary of work
Unpaid carers are foundational to today’s global health and social care systems. The International Alliance of Carer Organizations estimates there are 259 million unpaid carers globally, many of whom feel invisible or unheard. These individuals fulfil the needs of people with long-term illnesses, physical disabilities, or cognitive/mental conditions for no pay. We know they don’t get the support – economic, health, psychological, or social — that they urgently need. And without carers supporting loved ones, healthcare systems would collapse. Merck KGaA, Darmstadt, Germany has always been acutely aware of the critical role carers play in the patient journey and, in 2017, set up Embracing Carers® in collaboration with nine global care organisations.
Even at the best of times, unpaid carers suffer tremendous stress. However, with COVID-19, the coalition saw a dramatic increase in demands and pressures. Concerned that the pandemic would disproportionately impact these individuals, Embracing Carers® set out to quantify the global impact of the pandemic on carers. The Carer Well-Being Index was met with extraordinary enthusiasm and has become the gold standard of evidence for the state of carers worldwide. In addition to securing extensive coverage in top-tier media, the Index prompted critical action in both government and private sectors.
Judges’ comments
This is a very tricky, important issue and the campaign really hit the objectives. The results showed there was very strong media coverage and reach, and really good internal engagement. The campaign was ambitious, with impressive impact and strategically sound creation and planning.
