Brief - Create a PR campaign that creates awareness and build/strengthen relationships with the organization's target audience.

Problem - Dementia is often referred to as the disease of the caregivers. It brings forth psychological strain. It demands sacrifices and time.

Insight - Being a caregiver is an involuntary job, with 600,000 employees in Sweden alone.

Solution - an organization dedicated to supporting involuntary caregivers and improving the lives of those affected by dementia. The Involuntary Trade Union already has 600,000 members, our mission is to reduce that number.