Live-in care agency shortlisted for national TV Award as awareness grows

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Live-in care agency, Elder, has been shortlisted for a national television award, celebrating their latest emotive TV advert Humans Grow Roots Too.  

The Thinkbox TV Planning Awards in conjunction with Campaign, recognise the effective use of TV advertising, celebrating the innovative planning and resulting business benefits.

Elder’s advert, which first aired on Boxing Day 2020, and has since featured on screens throughout January and April 2021, has been nominated for Best Small Budget Use of TV Award alongside some truly prestigious names such as the NHS and Parkinson’s UK.

Kate Dunning, Senior Brand Manager at Elder had to say “We’re truly honoured to be recognised for this award, in the company of such well-known and respected names. The advert which explores the many roots people create throughout their lives, whether it’s through routines or family and friendship connections is a true representation of Elder and our ethos of reinventing what it means to age and keeping people connected.”

The advert, which uses a stop-motion animation family made from wool, shows how the roots of older people grow and develop over time and how Elder’s live in care services can help people remain connected to their roots. It delivered an engaging and emotional narrative to care considerations, whilst breaking commercial records.

“We know moving into a care home can sometimes feel like the only option for families and that’s why we created Elder. We sensitively match carers to those with who need support, and we put families first. We understand that as you grow, you create roots at home, and we want those who can, to remain at home with their roots.” Pete Dowds, CEO of Elder

The Thinkbox TV Planning Award 2021 winners will be announced at a virtual ceremony in July.

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