The Impossible act, of caring for a disabled loved one 24 hours a day, every day

Campaign

This is the story of what it feels like to care for a loved one who’s disabled, 24 hours-a-day, every-day, without help, support, or break? Impossible.

There are over 2.4 million unpaid carers in Australia. The idea was to tell the story of what it’s like for carers to care nonstop, through a living metaphor; a 24 hour nonstop concert. 260 of Australia’s finest classical musicians we’re assembled and challenged to play for 24 hours.

The concert though was about more than music. Brutally honest and moving short stories about individual carers were shown during the event, with the orchestra providing a live score and as content on social media.

Poster of "The Impossible Orchestra" on building lawn, featuring dancers and cymbals.
Group of people in artistic pose, wearing black attire, creating a dynamic composition against a neutral background.
Outdoor display at a museum featuring a surreal image with a cellist and a dancer in creative pose, labeled 'The Impossible Orchestra'.
Orchestra performing with musicians playing violins, alongside a smartphone display showing a YouTube stream of the concert.
Two musicians conducting a rehearsal on stage, with one pointing a pen at sheet music and the other making hand gestures, both in front of a microphone.
Orchestra conductor with musicians on stage
Orchestra conductor in white suit leading musicians, holding baton, with background musicians and microphones visible.
Close-up of violinists playing in an orchestra.
Woman holding a cello and a cup in front of lockers
Cameraman filming a live performance in an auditorium with hanging lights.
Director operating video switcher in control room with multiple monitors

Chunky Move contemporary dance company collaboration

Three dancers performing an acrobatic pose, with one person holding a triangle instrument, set against a neutral background.
A male musician holds a flute while supporting a female dancer performing an acrobatic pose with extended leg.
Four dancers in a dynamic and expressive pose with a violin, against a neutral background.
Three people in artistic pose with cello, legs in air, grey background.
Three people in a modern dance pose, one holding a Zildjian cymbal, wearing black clothes against a neutral background.
Bus stop advertisement for 'The Impossible Orchestra Concert', promoting a 24-hour musical event to raise awareness for carers, with artistic imagery of musicians combined to appear as an impossible player, located in a city environment.
White book cover titled "T1024 The Story of the Impossible Orchestra" on a light surface.
Book open showing 'The Impossible Orchestra 24-hour Concert' text and black-and-white orchestra images.
Black and white photo of an orchestra performing onstage with a conductor, large screen displaying close-up of musician's hand, seated audience visible.
Black and white photo in a book showing a woman playing the harp.
White book cover titled "TIO24 The Story of the Impossible Orchestra."
Open book on a table with black and white pages featuring photographs and text about "The Impossible Orchestra: 24 Hour Concert," conductors Brett Kelly and Warwick Stengards.
Photo book open to a page showing a black and white image of an orchestra conductor gesturing expressively, holding a baton.
Open book on a table showing black and white photos of an orchestra and conductor.

Australian Government
Department of Families Housing Community Services & Indigenous Affairs

Results
6500 attendees
40 countries watched online across 217 news outlets
Trend #1 on X
13.7 million Australians reached
35% increased awareness

Capabilities
PR, Social, Experiential, Film, Live Events, Content, Outdoor