We See You Care
Client: AIC | 2023 | Role: Creative DirectorThe Agency for Integrated Care (AIC) in Singapore provides grants and support programs for caregivers. But far from knowing about these support systems, a staggering 49% of Singaporean caregivers don’t even define themselves as one.
We had to help unseen caregivers recognise themselves and be identified by those around them. To do this, we shot emotional one-take films that helped them literally be seen for the first time.
We then got Singapore’s Minister of Health to sit down with a real unseen caregiver for a chat, encouraging others to speak up. You can watch some of the stories people shared here: 1-2-3-4-5.
These films and the conversations that followed have brought unseen caregivers to the fore and, finally, all of Singapore knows that AIC is here to help.
Most importantly, the topic of unseen caregiving is in the news across Singapore for the first time.
