nico deyer
advertising & art direction
Care for carers, by Dove
Work with Donnacha Lynch
What they asked for:
Real Beauty, the campaign rooting for healthy and realistic beauty standards for women turned 20 years old! What does the next 20 years of Dove's Real Beauty campaign will look like?
What we delivered:
Dove has the potential to show carers across the world that their acts of kindness are as beautiful and meaningful as they are.
Insight:
75% of unpaid work across the world is done by women. Sacrificing careers, social lives and so much more for the sake of looking after those nearest to them. By positioning Dove products alongside the essentials these carers need we want to remind them that they should take time for themselves.
"A warm reminder"
Being a carer implies a selfless and strenuous dedication to other’s needs, where unfortunately most times there is not much space left for self-care. Carer’s Week in Ireland is a warm and educational gathering, where carers of several backgrounds can gather and be shown appreciation for their hard work.
Besides offering much-needed workshops on self-care and product giveaways, Dove will bring an innovative experience. A warm reminder allows cared-for individuals on the non-verbal spectrum or who experience disabilities to communicate or express themselves.
Using a simple and noninvasive EEG device their brainwaves are registered in two different situations: First, without their carer around to introduce any stimuli, and then with their carer communicating with them. This would be translated into a Knitting machine as a two-sided scarf. Allowing carers to take home a trophy and a warm reminder of how needed and appreciated they are, “Making Caring Visible”.
