Powerful Campaign Shows that 'Caring Never Stops' for Petro-Canada CareMakers Foundation

Family caregiving often happens in private. That means that even though it’s a responsibility that affects over eight million Canadians, it’s rarely talked about, leaving many caregivers without the support they need both physically and mentally.

To give Canadians an honest and insightful look at what caregiving looks like, McCann Toronto made 24 Hours of Care, a documentary that shines a much-needed light on the challenges family caregivers face every day.

The agency followed 10 real family caregivers from across the country and documented a day in their lives. With this film, we hope to educate, inform, and generate support for the millions of caregivers across Canada who dedicate their lives to caring for a loved one. 

Created by McCann, the backbone of the PSA is a long-format film that captures a day in the life of a caregiver. The core creative includes caregivers from Nova Scotia, Quebec, the greater Toronto area, Alberta, and British Columbia.

Each caregiver graciously allowed cameras to follow them and their loved one for 24 hours to capture the joy, frustrations, and daily acts of living they support.

The 24 Hours of Care footage has been compiled to provide a glimpse into what a typical day is like for the caregivers, and is available for viewing at www.24hoursofcare.ca.

To expand awareness of the campaign, the footage has also been used to create 15s, 30s, and 60s spots that will run on conventional and specialty TV. The integrated media plan includes media partnerships with Corus and Bell-Media, out-of-home (Pattison, Outfront, Vendo Media and Cineplex), OLV (including connected TV), social and PR support, which is provided by Veritas Communications.