November 2024
London, UK
Carefree, the award-winning tech charity dedicated to transforming unsold hotel rooms into vital breaks for unpaid carers, is announcing the launch of five powerful filmed case studies. These films, set to be shared across social media platforms, showcase the profound positive effects that these breaks have on the physical and mental health of carers.
Carefree's innovative approach addresses the critical need for respite among the UK's estimated 5.7 million unpaid carers (9% of the population) – 68% of whom aren’t able to get a break when they need it (Carers Trust). By partnering with leading hotel chains, Carefree has already enabled more than 10,000 carers to take much-needed breaks, with plans to expand this support to over 20,000 carers by 2025.
The films feature real-life stories from carers, who have benefited from Carefree's digital solution. They highlight the debilitating financial and mental health costs on the unpaid carer of looking after a loved one. But they also reveal the rejuvenating impact of these breaks, offering carers a chance to unwind and recharge, ultimately enhancing their ability to continue their vital caregiving roles.
88% of carers say they couldn’t take a break without Carefree. 78% hadn’t a had a break for more than a year; 38% for more than 3 years.
The five short films focus on (Links to transcripts, case studies and films below):
- Alison, 60, from London – she cares for her son, who has serious mental health issues
- Casey, 24, from Nottingham – he cares for his ill mother and elder brother who has severe learning difficulties
- Kauser, 62, from Leeds – she cares for her two brothers with learning difficulties, challenging behaviour, epilepsy & elements of autism
- Michael, 78, from Bolton, Lancashire – he cares for his wife who has MS
- Seirian, 42, from Sheffield - she cares for her son, who has Downs Syndrome
Charlotte Newman, CEO of Carefree, said: “The launch of our emotive case studies is just one step towards raising awareness and inspiring more people to join this vital cause. As we look ahead, we're committed to expanding our reach and developing new ways to support carers' wellbeing.”
“The social care system has faced huge challenges and families are often left unsupported with little choice but to put on hold other areas of their life to provide care for their loved ones. Without their commitment, the system would crash.”
Anael Peu, Senior Partner and Chief Commercial & Information Officer at Axiom Hospitality added:
“Working with Carefree makes it easy for us to reach deserving carers and give them a truly memorable stay in rooms that would otherwise be left unoccupied.”
Charlie Ricketts, Chair of trustees for the charity, said:
“The future of carer support lies in harnessing the power of technology and community collaboration to create sustainable, scalable solutions. At Carefree, we've seen firsthand how innovative approaches can transform unused resources into life-changing experiences for unpaid carers. Our vision is to build a nationwide network where hotel owners and groups, charities, and individuals work together seamlessly to ensure every full-time carer has access to regular breaks. By leveraging technology and partnerships, we can create a caring economy that recognises and supports these unsung heroes of our healthcare system.”
Research reveals that unpaid carers in England and Wales contribute around £162bn per year to the economy - almost equivalent to a second NHS.
- ENDS -
Carer case studies:
Click on each profile to find their individual story and link to their campaign films. Direct interviews with each of the carers can be arranged upon request.
FURTHER INFORMATION
Contact: Charlotte Newman (CEO), charlotte@carefreespace.org / +44 (0) 7535 698 528
Website: www.carefreespace.org
Brand Assets: https://newsroom.carefreespace.org/press-kit
Images: Credit - Carefree
Films: https://vimeo.com/showcase/11236774
Transcripts:
Carer Case Studies: Direct interviews can be arranged upon request
Key links:
- List of participating hotels: https://breakmakers.carefree.space/dl/d0a5f4
- List of community referral partners: https://breakmakers.carefree.space/dl/da19fa
- URL for carer break sign-up: carefreespace.org
- Press Kit for Brand Assets/ Images / Team Bios: https://newsroom.carefreespace.org/press-kit
NOTES TO EDITOR
About the organisation
- Carefree is a multi-award-winning digital charity transforming vacant hotel rooms into vital breaks for full-time, unpaid carers.
- We build partnerships across the business and social sectors and leverage easy-to-use, flexible technology to connect unpaid carers to more resources that can support their wellbeing.
- There are an estimated 8.8 million unpaid carers in the UK who provide 80% of home care, yet are rarely recognised for their frontline role and lack access to the same support as NHS staff or paid care home workers.
- Until now, access to carer breaks has been an issue landlocked by lack of funds, shortages in interim care and unequal opportunities across different local authorities and regions.
- By providing hotels with the capability to donate their unsold rooms to carers (est. at 1 million per week in the UK), we’ve been able to open up a transformative supply of break options at no extra cost to the public purse, so that carers don’t have to wait any longer to get the respite support they need.
- 88% of users say they wouldn’t have been able to take a break without Carefree.
Impact:
Each break makes a significant and positive impact on the lives of carers, with reported improvements in wellbeing, ability to cope with day-to-day responsibilities, personal relationships, including the cared for person, and a reduction in overall social isolation.
- To date, the charity has delivered 10,000 carer breaks valued at £2,750,000 in donated hotel stays.
- 95% of carers report improved wellbeing
- 86% were able to cope following their break (as compared to 10% before their break)
- 76% said they felt less socially isolated
- 9/10 average score for ease of use of our Breaks Hub
- 88% couldn't have taken a break without Carefree
- 75% of carers that have taken a break with Carefree hadn’t had a break for more than a year; 38% for more than 3 years
Campaign Partners
This campaign has been supported by Hogarth Worldwide and Gramercy Park Studios who have gifted the post-production facilities to the charity, alongside the director, editors and crew who have donated their time to create the films, which were produced by Presence. They were filmed at The Elvetham Hotel which is owned by Axiom Hospitality.
They highlight the debilitating impact on the unpaid carer of looking after a loved one. An estimated 5.7m people are carers in the UK (9% of the population*) – 46% have not had a single break for five years. The films reveal the positive difference a short hotel break can make in terms of wellbeing, resilience and sustainable care.
PR support has also been gifted by Woodthrope Communications.
Credits:
Production
Production Co - Presence
Director / Creative Director - Jason Smith
Executive Producer - Danny Fleet
Producer / 1st AD - Brad Smith
Production Assistant - Jelvi Santos
2nd AD - Ollie Smith
Director of Photography - Martin Hill
Steadicam - Simon Wood
Focus Puller - Anthony Hugill
Clapper Loader - Callum Reeves
DIT - Vlad Martins
Sound Recordist - Lucy Pickering
Gaffer - Reuben Garrett
Unit Driver - Carl Rock
Post-production
Hogarth - Monica Taylor
Gramercy Park Studios - Jon Shaikh
Producer - Jamie Weallans
Editor - Simon Hargood
Editor - Ruth Hegarty
Music composer - John Ross at Racket Music
Logos:
(Right click on image to download)
