Teva Pharmaceuticals shines a light on caregivers in latest campaign

To raise awareness of all the work that caregivers do and ensure that they feel recognised and supported, Teva Pharmaceuticals, with the help of global agency of record, VCCP Health, is launching its latest integrated campaign, ‘Love doesn't take a break’.

Every year in the UK, 4.3 million people (12,000 people a day) become unpaid carers, making them a fundamental part of the care pathway. These carers represent a huge economic value to society as they save the state £132 billion in the UK alone. In the US, more than half of employed caregivers work full-time (56%). Even as they contribute to society around the world, caregivers rarely complain, instead looking after their loved ones with complete devotion.

Teva Pharmaceutical's support for caregivers goes beyond this campaign; they have also created initiatives and services to help carers. These include tools such as the Life Effects website, which shares advice and experiences from other caregivers, as well as guidance through a caregiver handbook and self-care tips. In different parts of the world it also offers initiatives specific to those locations such as the Caregiver-Friendly Pharmacy in Canada and a large Facebook community in Israel.

At the heart of the global campaign sits the hero film directed by award-winning director, Anders Hallberg (Great Guns), which follows a woman as she navigates her day. She faces a number of overwhelming tasks including taking her father to the doctors and supporting him throughout the day, looking after her children, and managing a busy salon. It takes people on an emotional rollercoaster, from visceral exhaustion through to beautiful, light-hearted moments of joy, ending with a poignant reminder that ‘love doesn’t take a break’. The film is a raw and relatable depiction of life as a caregiver that evokes emotion and empathy.

The voiceover is provided by actor John Rhys-Davies, famous for his roles in The Lord of the Rings trilogy and Indiana Jones franchise, who strikes a raw and tender chord drawn from the actor’s own experience of caring for his wife until her death from Alzheimer’s disease in 2010.

Galit Sasson, Director, Global Corporate brand at Teva Pharmaceuticals said: “Caregivers provide a vital role, constantly caring for loved ones whilst balancing their everyday life and responsibilities. This is why we have created the ‘Love doesn’t take a break’ campaign, to raise awareness of the endless devotion it takes to be a carer every single day, and to show them how Teva values and supports them, directing them to the tools, initiatives and information we have available. We are incredibly proud of how it has turned out and everyone that has seen it so far has had a real emotional reaction to it. It is authentic and relatable and brings tears to your eyes as you witness the ups and downs that caregivers face.”

Brett O’Connor, Executive Creative Director at VCCP Health added: “With around one in two people globally acting as unpaid carers, the number of people that this story will resonate with is huge. The film carries such an important message to caregivers everywhere. It is a real and raw portrayal of a caregiver, and as hard as that role can be, there are beautiful moments that make being a caregiver so worthwhile.”