Non-profit
Family Caregivers of BC
89% increased engagement time on site and 7 new assets to drive referrals.
89%
increase in engagement time
11%
increase in form submits
7
newly designed creative assets
Check it out
THE OPPORTUNITY
The unsung heroes of healthcare
There’s an invisible thread keeping our healthcare system afloat. Unpaid family and friend caregivers across BC devote millions of hours annually, yet lack the support to thrive in their role. Family Caregivers of BC (FCBC) is a not-for-profit organization filling the gap for those caregivers with support groups, resources, and custom action plans.
When FCBC approached us, their goal was to enhance awareness among healthcare professionals about the vital role caregivers play, while also driving caregiver referrals. The hope was that in the future, caregivers would be recognized as essential partners in care across the broader healthcare system.
Our Strategy
THE CHALLENGE
Driving caregiver recognition
At the outset, we were invited in as strategic experts to recommend assets and a storyline. The challenge was clear—how do we get a system that takes caregivers for granted to understand their significance?
Our core task was to reframe the caregiver role to inspire recognition and action from influential audiences—healthcare providers, frontline workers, policymakers, and health authorities. FCBC had 12+ years behind their belt as an organization, we just had to find a way to leverage that expertise to resonate with healthcare leaders.
THE RESEARCH
Exposing the caregiver crisis
We quickly discovered that caregivers provide millions of hours of unpaid care each year, saving the healthcare system billions of dollars. Without them, this burden would fall on an already overwhelmed network of doctors and nurses.
We also uncovered major cracks in the healthcare system—doctors are stretched thin, facing long hours, staff shortages, and growing burnout. With over 900,000 people in BC without a family doctor, it’s clear that the healthcare system is under strain. Unpaid caregivers step in to provide care but remain unrecognized and unsupported.
Reflecting these findings back to healthcare professionals would communicate just how essential caregivers are—and that they should be recognized as partners in care within the system as a whole.
THE DIRECTION
Moving the needle where it matters
Given how complex the healthcare system is, we knew distinct audiences would influence different areas of the system. That meant FCBC needed multiple assets to tell this story at every level.
As a starting point, we redid the website landing page with the referral form, prioritizing making digital referrals easy for healthcare professionals. By simplifying the referral form and adding multiple CTAs across the page, we removed barriers to submission. The design was also updated with an expanded colour palette, illustration, and compelling messaging to drive action from healthcare providers.
Next, we designed a brochure for conferences and meetings. Its narrative follows a caregiver’s journey, highlighting the support FCBC provides. With a clear call to action and a QR code for quick referrals, it now makes referring caregivers effortless.
We also needed an emotional hook and a new video was the answer. We decided to showcase a handful of realistic caregiver narratives—conveying the important role of caregivers in our communities and the positive impact of support from FCBC.
Another core deliverable was a pitch deck, backed by powerful statistics designed to engage top healthcare authorities, policy makers, and providers. The deck highlighted critical gaps in the system, emphasizing the lack of caregiver support—and the urgent need for change.
Next, we designed a brochure for conferences and meetings. Its narrative follows a caregiver’s journey, highlighting the support FCBC provides. With a clear call to action and a QR code for quick referrals, it now makes referring caregivers effortless.
Our Solution
THE RESULTS
Paving the way for referrals
7
newly designed creative assets
89%
increase in engagement time
32%
increase in clicks
11%
increase in form submits
THE MORAL OF THE STORY
Bringing caregivers into focus
What we learned from this project is that powerful design and messaging can spark real change—especially when tailored to the right audience.
By making caregivers the central focus at every level of the system, we created a trickle down effect—boosting awareness of FCBC’s services while driving more caregiver referrals. More than just a set of beautiful new assets, our work helped sustain momentum for greater caregiver support and a future where they’re recognized as essential partners in care.
After we premiered the video in Lisbon there was a beat of silence and then vigorous applause! We heard many say "It hit me here" (in the heart).
Your work is just fantastic and we are thrilled with the results.
Barb MacLean
Executive Director, FCBC