#NoLoveLikeIt

AMVBBDO and TENA’s campaign #NoLoveLikeIt, goes behind closed doors to help shine a light on the realities faced by family carers and the full spectrum of emotions experienced by those caring for someone, including joy, pain and, especially, love. 

Around one in ten people already look after a loved one, yet new research conducted by Essity reveals that only 50% of people who provided extended family care considered themselves a ‘carer’. This lack of perception is largely down to those doing the care not acknowledging themselves as ‘carers’ and, as a result, they feel more alone and unaware of the support available.

The campaign launched with a film, directed by Oscar-nominated writer and Sound of Metal director Darius Marder, who’s used to filming non-actors to tell more authentic stories. Through an intimate, honest look into what caring for a loved one is really like, the campaign highlights how caregiving situations can be simultaneously rewarding and challenging.

Running in the UK, Poland, Germany, France, Italy, and Canada, the campaign went live across TV, VOD, Social, in-store and on the TENA website.