Gift of Care

FCB Canada

At the onset of the COVID-19, doctors and nurses were hailed as heroes for their efforts. But unpaid caregivers remained invisible, going unrecognized and unrewarded despite their selfless efforts.

And as the pandemic affected personal finances with many losing jobs, providing unpaid care became an even greater sacrifice. We sought to celebrate caregivers by recognizing and rewarding them with the “Gift of Care”. We documented five real stories of people who stepped up to provide care during the pandemic and adapted them into an array of digital and social ads that asked Americans to nominate a caregiver in their life to receive the Gift of Care – cash gifts up to $25,000.