Teva puts carers in the spotlights for ‘Love doesn’t take a break’ by VCCP Health

VCCP Health is doing its best to create a “brand purpose” for Israeli firm Teva Pharmaceuticals with a new campaign showing a frazzled carer who valiantly manages to retain her sense of humour – most of the time.

According to VCCP, 12,000 people join the ranks of unpaid carers in the UK every day, so it’s a good audience to tap into, and the TV ad is backed up by a “Life Effects” portal where caregivers can go to share advice and experiences, as well as to find practical help.

Brett O’Connor, ECD at VCCP Health, said: “With around one in two people globally acting as unpaid carers, the number of people that this story will resonate with is huge. The film is a real and raw portrayal of a caregiver, and as hard as that role can be, there are beautiful moments that make being a caregiver so worthwhile.”

Pharma advertising is big business – all the networks are building up their healthcare advertising divisions – and creatively it’s becoming more recognised, with campaigns like “Sick Beats” breaking out into mainstream categories at Cannes Lions.

It’s quite a challenge to create a brand out of what is essentially a generic medicines manufacturer, but with “Love doesn’t take a break,” VCCP Health has had a good go.

MAA creative scale: 5

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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