Caregivers don’t take care of themselves, they are overly occupied with looking after others. There are times when they find it difficult to fully describe what they go through, and we fail to recognize their need for care. The worst part is there isn’t a proper word that encompasses their situation. To address it, we propose a new word that can build a proper perspective and bring caregivers’ needs to the mainstream. We hope to minimize their adversities – about which we may not even know, and bring about an impactful—positive change.

Credits:
Amin Zeitouni, Yamen Ibrahim // Art Direction
Hussam Mustapha // Copywriter
Ertaç Ayduran // Creative Technology
Yash Bhut // Copywriter

Miami Ad School Europe | Tutor: Sudi Waghmare 

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