Specsavers is honouring the UK’s unseen, unpaid carers with a heartfelt new campaign built around a striking large-scale portrait installation.

Created in collaboration with PR agency Golin, ‘The Most Valuable Portrait’ by artist Colin Davidson serves as a tribute to the essential work of carers who often go unrecognised.

The portrait features Jaycee La Bouche, who cares for her mother, and has been given a symbolic valuation of £184 billion by auction house Roseberys- reflecting the estimated annual economic value of unpaid care work in the UK.

The campaign also highlights Specsavers’ home visit services, delivered in partnership with Carers UK, and aims to showcase the critical role carers play in society. Social media for the campaign was managed by Tangerine.

“Our Home Visits colleagues see first-hand the incredible support carers give to their loved ones every day. Yet so many feel invisible and undervalued, despite providing support equivalent of the cost of a second NHSi. Through our partnership with Carers UK and our dedicated Carers Hub, we want to recognise the amazing contribution carers make to society and give them the practical and emotional support they deserve,” said Kim Bull, Specsavers PR and social lead.

“The Most Valuable Portrait isn’t just an artwork – it’s a powerful statement of a community we’re all connected to in some way. It’s designed to make £184 billion worth of invisible care impossible to ignore, right where it matters most. And it speaks to everyone – not just carers. When people do essential work yet feel unseen and undervalued, giving them recognition and support can make all the difference,” said Elliot Riordan, Creative Director at Golin.

Artist Colin Davidson is known for his portraits of the late Queen Elizabeth II and musician Ed Sheeran. To create this unique portrait, Davidson listened to the stories of many carers as well as spending many hours with carer Jaycee La Bouche, “This artwork is not just about one person; it represents all the unpaid carers who deserve to be seen and valued. Unsung heroes who contribute as much to society as the celebrated public figures I typically paint.”

Helen Walker, Chief Executive of Carers UK, comments, “Without unpaid carers, our health and social care system would collapse. Carers UK is excited to be part of ‘The Most Valuable Portrait’, working with Specsavers Home Visits to raise awareness and put carers’ stories in the spotlight.”