• Not even half (41%) of UK adults can recognise an unpaid carer 
• Over half (55%) of unpaid carers looking after a family member or friend take a year or more to realise they are caring  
• Over a third (38%) take over three years or more to recognise their caring role 
• New ‘This Counts As Care’ campaign aims to reduce by half, the time it takes for people to identify themselves as an unpaid carer and access support 

With not even half of UK adults able to recognise an unpaid carer, low public awareness is causing millions of people looking after a family member or friend to miss out on vital information, advice and support.  

There are currently 5.7 million unpaid carers in the UK caring for an ill, elderly or disabled relative or friend long-term, with 4.7% of the population in England and Wales providing 20 hours or more of care a week.  

Despite this, over a third (35%) of UK adults don’t consider caring for a loved one or relative as care and many people who struggle to identify as carers – because they continue to see themselves, primarily, as a loved one or friend – are continuing to care alone.  

The ‘This Counts As Care’ campaign, launched by Creative Shootout 2024 winning agency MullenLowe for Carers UK, aims to increase recognition for carers and cut the time it takes for people to identify themselves as an unpaid carer by half.  

New figures from the Carers UK State of Caring 2024 Survey show that over half (55%) of carers took one year or more to realise that they were caring, and over a third (38%) took 3 years or more to identify with their caring role.  

Previous research has found that nearly half of those who took longer to realise they were a carer (46%) said they missed out on financial support as a result of not knowing this and nearly a third (31%) said their health and wellbeing had suffered. 

The new campaign, which aired on September 2nd, will highlight the often-unseen shift in relationships – whether among family, friends or neighbours – where one person becomes an unpaid carer.  

Agency MullenLowe has been working on the campaign with Carers UK, who were chosen as Creative Shootout’s Charity of the Year, since their Creative Shootout win at BAFTA London in January 2024.  

The campaign is supported by media inventory donated from Creative Shootout official partners Clear Channel, SKY Media, The Guardian and Acast, with extensive PR support from Markettiers and 72Point.  

Helen Walker, Chief Executive at Carers UK, said:  

“It takes an average of two years to identify as a carer. Many people simply do not recognise themselves as carers until they have been caring for quite some time, and therefore miss out on vital support.  

“Becoming a carer can be life changing. Looking after someone can take a toll on your own physical health and wellbeing, it can impact finances and employment opportunities.  

“We know that a widespread lack of support and recognition is severely damaging unpaid carers’ mental health, while better understanding and awareness from the UK public, in health and social care settings and in workplaces, is urgently needed.  

“If you are an unpaid carer, it’s important that you understand your rights and the support available to you. For those carers who do recognise their caring role, this can often be the catalyst they need to feel confident asking for what they need.”