Three women sit at a panel table with microphones and drinks, engaged in discussion. A screen behind them displays the text “A Scotland that cares” alongside an image of two people smiling.

25 Mar, 2024

Designing a campaign for a country that values care

By Dan Sargent, Creative Director

When this was published, we were Blue Stag. Today we’re Everglow ✨ Read the rebrand story

Care holds society together. It shapes our families, our communities and our futures, yet it is still too often undervalued and overlooked. Almost three quarters of people in Scotland believe care work is undervalued by policymakers. Behind that statistic are carers, families and communities whose contribution keeps society moving.

That’s why Oxfam, alongside a coalition of more than 70 organisations, is launching A Scotland That Cares – a national campaign calling for care to be recognised at the heart of Scotland’s National Outcomes.

We’ve been working with Oxfam to create the brand and a new digital platform to support the campaign. The microsite will make it simple for people across Scotland to take action, contacting their local MSP with just a few clicks to add their voice to the call for change.

The campaign launches soon, and we look forward to sharing it with you.