Are Media has launched a new social change campaign, partnering with Carers Australia and a coalition of carer support and advocacy to call on the Federal Government and the Opposition to consider adding superannuation to the fortnightly Carers Payment.

Titled 'Cost of Caring', the campaign will utilise content and advertising across all available Are Media touchpoints to drive awareness and education, with a focus on case studies around Australia involving carers, the work they undertake, and the economic and social impact this has on their lives.

"Carers are heroes in the home and in communities, but their roles are too often unrecognised and undervalued. Carers provide 2.2 billion hours of unpaid care each year in Australia, which would cost nearly $80 billion to replace with formal paid care. Carers sacrifice careers, travel, education goals, social lives and their own wellbeing to look after the needs of others - but who is caring for the carers?" said Are Media Chief Executive Officer, Jane Huxley.

Last month, the Inquiry into Unpaid Carers recommended that the Australian Government explore options to incentivise and recognise the impact of caring, including through superannuation systems. There are approximately 2.65 million unpaid carers in Australia, some of whom receive means-tested income support from the government for an average of 11.5 years. Seven in ten primary carers are women.

According to Carers Australia, a primary carer loses an average of $175,000 in superannuation and $392,500 in lifetime earnings by the age of 67. The most affected 10% of carers lose at least $940,000 in lifetime income and $444,500 in retirement savings.

"The 'Cost of Caring' campaign will be a powerful voice for carers across Australia and will involve content and advertising across every available Are Media touchpoint to drive awareness and education, encouraging our almost 8 million strong monthly audience to take action through social media, signing a petition and engaging with local MPs and other key decision makers," Huxley said.

Carers Australia CEO, Annabel Reid, believes that if these changes were implemented by the current Government, it would begin to see real-life benefits for a community in Australia providing at least $80 billion of care services for free to those who need it most. "It is time we did more for the cohort of carers who have had to give up employment opportunities to provide care and reduce their superannuation deficit," Reid stated.

The advertising campaign, created by Cocogun in collaboration with Are Media, launches today. The total reach during the first phase of the campaign from April to October is expected to be 10.5 million readers, with a campaign value of over $5 million.