Gaddum Launches ‘That Counts as Caring’ to Raise Awareness of Unpaid Carers in Salford and Manchester

Developed by GM VCFSE Leadership Group member, Gaddum, an all-age carers and mental health charity, the campaign challenges stereotypes about who carers are and what caring looks like. It highlights the unpaid, everyday support that millions of people provide, often without ever identifying themselves as carers.

Many people who care for someone don’t see themselves as a carer. This is often because of stigma around asking for help, or because caring feels like ‘just something you do’ as part of everyday life.

At the heart of the campaign is a series of short films, featuring real carers from Manchester and Salford sharing their lived experience, and the impact it's had on their lives.  

Watch the campaign film here: https://www.youtube.com/watch?v=jCivirO7w_U

Salford City Council is proud to support Gaddum’s Salford Carers Centre and partner organisations in delivering a week of activities that recognise the invaluable contribution of unpaid carers, raise awareness of their experiences, and ensure they can access the help and support available to them. ‍

Councillor Tracy Kelly, Lead Member for Adult Social Care and Health, said:

“Carers are the heartbeat of our communities - quietly giving, endlessly compassionate, and profoundly impactful. Too often, they place their own wellbeing second, yet their strength and dedication uplift so many. This week is a powerful chance to celebrate them, to shine a light on the realities they face, and to say a genuine, heartfelt thank you. To every carer in Salford: you are seen, you are deeply valued, and you are never alone."

Unpaid carers: the often-invisible backbone of society

Across the UK, 5.8 million people provide unpaid care, with 1.7 million giving more than 50 hours a week. [Source: Carers UK]. The estimated annual value of this care is £184 billion, yet many carers remain unseen, unsupported, or find it difficult to ask for help.

The launch of the campaign is an important milestone in changing this narrative, stressing that:

No matter who you care for, no matter how often you care, no matter whether you call yourself a carer or not, That Counts as Caring.

Ben Whalley, Chief Executive of Gaddum, said:

“Too many people don’t know that the support they give every day is caring - and that they deserve support themselves. Caring doesn’t always look like what people imagine. It can be picking up and administering medication, managing appointments, cooking meals, or personal care. It can be full time, part time, or just some of the time.

What’s important to know is: if you support someone who couldn’t manage without your help, that counts as caring. Support is available.”

A campaign rooted in Greater Manchester’s ambition for change

The launch comes as Gaddum leads a major push for a whole‑system, carers‑led approach across Greater Manchester. This began with their proposal to the GM VCFSE Leadership Group, which calls for carers to be placed at the centre of health, care, and community planning, ensuring carers’ voices shape future services.

Gaddum is now working with GMCA, NHS Greater Manchester and local delivery partners to build a regionwide model that they hope will become a national trailblazer for carers’ support, resources and learning.

Clear routes to access carers support

The campaign signposts carers to:

• Gaddum Salford Carers Service (for Salford residents)

• Carers Manchester (for Manchester residents)

Both services offer advice, emotional support, peer groups, financial guidance, and signposting to additional support services available across Greater Manchester.