Live-in care provider Elder has won an award for its national television campaign ‘humans have roots too’.
The business picked up the Highly Commended accolade in the Best Small Budget use of TV category at this year’s Thinkbox TV Planning Awards.
Now in its 14th year, the Thinkbox TV Planning Awards celebrates the best use of television advertising, and the people driving creativity within this medium.
Elder’s stop-motion commercial, animated in wool and felt, explores the ‘roots’ people form throughout their lives that connect them to their routines, family and friends. It shares how Elder’s live-in care service can help keep these roots intact, at a time in life when independence and friendship can easily be lost.
Since first airing in December 2020, the campaign has increased brand awareness by 56.6%, and in January 2021 Elder saw its biggest ever influx of new customers.
Shortlisted alongside competition from People’s Energy, NHS Blood and Transplant, and Parkinson’s UK, Elder was honoured by the judge’s commendation, and congratulates People’s Energy for topping the category with its campaign on ending fuel poverty.
Pete Dowds, Elder’s Founder and CEO, said: ‘I’m delighted, the team has put a tonne of work into the campaign and it’s a great example of using customer insights and not playing it safe. By looking at the positives of what it means to be old, rather than the fear mongering that has dominated the industry, we can really start to change the conversation around elderly care.”