This is for caregivers | Integrated Campaign

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This is for caregivers is for the ones who always give to others. 21 GRAMS partners with Burger King to explain how common the risk of burnout is among caregivers and what they can do to prevent it. The goal is to keep caregivers away from burning like a burger, helping them to actually take care of themselves.

INSIGHT

Caregivers devote their lives to others. For the so-called “sandwich caregivers” the burden is even heavier: they are the ones “sandwiched” between caring for their parents and raising their own children. This makes them more likely to reach physical and mental burnout.

Who thinks about caregivers if they don't think about themselves?

21 GRAMS starts a collaboration with one of the most famous fast-food chain in the world, Burger King, to send a message to all the caregivers worldwide. Too busy caring for others, caregivers end up forgetting about themselves and not stopping to wonder how they feel, thus risking to experience burnout.

Through the creation of a special packaging for the burgers, BK’s core product, we create a parallelism between the condition experienced by caregivers and the one of a burger, if not checked while cooking.

LAUNCH & INDOOR TOUCHPOINTS

The campaign launch will be on the National Caregivers Day, the third Friday of February, and will be carried on for the whole month. The messages will be conveyed through specially created packagings, branded placemats and indoor posters explaining the partnership with 21 GRAMS, all consistent with the Burger King identity.

SOCIAL COMUNICATION & OOH

The brand will announce the collaboration on their social media account through post and stories, raising awareness on caregiving and how it can lead to burn out.
To increase the possibility of getting in touch with caregivers, OOH will also be used at bus and subway stops

The goal is to raise awareness on the difficulties experienced by caregivers (both among the people who are close to them and the caregivers themselves), and above all to give them the opportunity to be contacted for a free online medical check-up.