Carers Victoria launches campaign to call for support to unpaid carers via Icon Agency


As the peak body representing and supporting people across Victoria, Carers Victoria has engaged Icon Agency to develop an integrated communications campaign to shed a light on the incredible work unpaid carers do, and help Carers Victoria continue to support them.


A carer is someone who provides unpaid care and support to family members and friends with a disability, mental illness, chronic health issue or age-related condition.

There are 726,600 carers in Victoria, and more than 2.7 million across Australia. Many of these people are caring for someone close to them with neither pay nor desire for recognition or praise.

The campaign’s primary objective is to encourage the public to pledge their support to Victorian unpaid carers by signing up as a supporter.

Says Ed Bechervaise, creative director at Icon Agency: “This subject is something that deserves greater awareness, it’s a human story that isn’t told enough. Hopefully by telling these stories we help enable more carers the help they need with theirs.”

Drawing on the insights gained through interviews, research and workshops, Icon developed a campaign strategy that encompasses content production, traditional and social media engagement, and digital marketing, with a concerted effort to build a lasting momentum with a stronger impact.

Under the creative platform ‘Truly Incredible Care’, sits a range of collateral to reinforce messaging and visualise the incredible work unpaid carers do. Core to this was a series of films exploring the lives of real carers, and the genuine love they have for the parents, children, partners and siblings they care for. These real-life heroes featured were central to the “Truly Incredible Care’ story.

With the state under lockdown due to COVID-19, the campaign is currently live with a heightened focus on digital marketing to share the stories of truly incredible carers while inviting Victorians to pledge their support through a dedicated online portal.

To find out more please visit:

Creative: Icon Agency
Group Account Director: Hazel Tiernan
Account Director and Producer: Sam Cairns
Creative Directors: Ed Bechervaise, Rod Clausen, Andrew North 
Design: Nana Derkyi
PR and social media
Senior Account Director: Fiona Miller
Account Manager: Jonathan Ding
Account Executive: Robyn Rigoli
Digital Marketing Specialist: Tammy Trinh
Senior Digital Producer: Kim Elliott
Designer: Warren Sheean
Video Production: Accordion Productions
Photographer: Thom Rigney