Those of you who read this blog regularly know that my aim is to raise awareness of unpaid carers and the issues they face. I try to keep my tone light and authentic, throwing in the odd funny grandma story for good measure. In my quest to produce relatable content on the not-so-relatable, I interviewed Maya Orr – the founder of the BNOC agency and all round influencing powerhouse on how unpaid carers can make more noise.

Be prepared to take notes!

—

– Could you tell us about your career to date? 

I’m the Founder of a values-led social-first talent agency called BNOC. Big Name on Campus (BNOC), aims to connect brands and agencies with influencers who have a background in purpose. 

Prior to this, I have a career spanning over a decade which includes overseeing PR and Marketing at Lidl, in which I held various in-house marketing communications roles, as well as having been Director of Marketing and Communications at LADbible Group. 

I’ve won several awards throughout my career including featuring within the PRWeek UK Power Book and aside from the day job, I hold a WSET accreditation and am a food and drinks judge in many esteemed competitions including the Great Taste Awards and the International Spirits Challenge.

 – What was the catalyst to launching your own agency? Was there a specific moment?

Having worked within the industry for such a long time it was becoming increasingly apparent that there is a huge gap for a talent agency that offered marketing expertise. Most, if not all, social-first talent agencies are largely being led by very junior people who lack strategic and brand safe experience. I wanted to be a positive driving force in helping brands navigate this crowded and sometimes difficult space. 

– What are the principles of influencing?

The key principles of influencing center around authenticity, trust, and emotional connection. Influencers succeed by being genuine, relatable, and transparent with their audience, building trust over time. Consistency in messaging and providing value-driven content is essential to maintaining engagement and credibility. Relatable influencers who evoke emotion, whether through storytelling or shared experiences, foster deeper connections with their followers. Transparency, especially around sponsorships, strengthens trust, while adaptability to shifting trends helps influencers remain relevant. Ultimately, long-term vision and purpose-driven content help influencers establish lasting relationships that go beyond short-term gains, making them more impactful and reliable for brands.

– How important is authenticity and values in storytelling? Why does it matter?

Authenticity and values are crucial in storytelling because they create a deep emotional connection with the audience, fostering trust and credibility. When a story is authentic, it resonates with people on a personal level, making the message more relatable and impactful. Audiences can sense when a narrative is genuine, and this authenticity builds loyalty, helping brands and influencers stand out in a crowded space.

Values, when clearly integrated into a story, give it purpose and meaning. They communicate what a brand or influencer stands for, allowing the audience to align themselves with those principles. In an age where consumers are increasingly value-driven and skeptical of inauthentic content, aligning storytelling with core values enhances credibility and trust. This approach not only strengthens brand identity but also encourages long-term loyalty, as audiences connect with brands that reflect their beliefs and aspirations.

Ultimately, authenticity and values matter because they transform storytelling from a marketing tool into a meaningful experience, creating lasting relationships and driving deeper engagement.

– Do you think some topics are more suitable than others in terms of raising awareness? Or is it about finding the right strategy?

Yes, certain topics can be more suitable for raising awareness, but it ultimately depends on the creator’s personal connection to the subject and their authenticity in addressing it. When creators are genuinely passionate about a topic, their content feels more real and resonates more deeply with their audience. Authenticity is key – followers can easily detect when someone is being disingenuous, which can diminish the impact of even important topics.

It’s less about the topic itself and more about the alignment between the creator’s values, audience, and message. A creator who is authentically involved in a cause, whether it’s environmental sustainability, mental health, or social justice, is more likely to raise awareness effectively because their audience trusts them and engages with their content. The right strategy involves selecting topics that the creator truly cares about and then crafting a narrative that feels organic and meaningful, rather than forced or opportunistic. This balance ensures that the message is not only heard but also acted upon, creating a greater impact.

– Talking to people about being an unpaid carer is like trying to explain the inexplicable to people who don’t want to hear it. What are your tips to make this type of content relatable to a wide audience? What should we focus on?

To make content about being an unpaid carer relatable to a wide audience, it’s essential to humanise the experience by focusing on universal emotions and shared stories. Start by sharing personal anecdotes that evoke empathy, capturing both the emotional and physical realities of caregiving. Highlighting common themes like love, responsibility, exhaustion, and resilience can help others relate, even if they aren’t directly involved in care. Using accessible language ensures the message resonates widely, avoiding technical jargon that might distance people from the experience. Additionally, challenging common stereotypes or misconceptions about unpaid care can help spark awareness and empathy, showing the depth of responsibility carers take on. Finally, incorporating a call to action encourages engagement, whether through support, sharing, or simply increasing awareness. This approach helps make the invisible role of unpaid carers more relatable and meaningful to a broader audience. Also don’t be scared to tap into trends on platforms and personalising them to fit in with your overall tone of voice.

– Most people in the UK will become unpaid carers at some point in their lives, and/ or require care. This is not an easy thing to think about, what are your tips for communicating on tougher subjects and encouraging people to think about and act on them?

Communicating tough subjects like unpaid care requires empathy, honesty, and relatability to engage people meaningfully. Start by acknowledging the discomfort surrounding the topic, using compassionate language to invite reflection rather than force it. Human stories are powerful, so sharing real-life experiences of unpaid carers can make the issue more relatable. Providing context, such as reminding people that many will either become carers or require care at some point, helps frame the conversation as a universal experience. Gentle calls to action, like encouraging proactive steps or learning about available resources, make the subject more manageable. Normalising the conversation through regular, open discussion reduces the intimidation factor and positions it as a necessary dialogue for long-term well-being. Balancing the challenges of caregiving with its emotional rewards can also make the topic more approachable, encouraging people to think and act with greater understanding.

– When it comes to ‘meatier’ topics such as unpaid caring or social care for example,  what type of format is best? It feels like long form is best to explain the issues in-depth but most social media platforms cater to short form content? What do you think?

When addressing complex topics like unpaid caring or social care, a mix of both long-form and short-form content is key. While long-form formats allow for in-depth exploration of the issues, short-form content can effectively capture attention and spark initial interest on social media platforms, where attention spans are often shorter. It’s essential to experiment with different formats—whether it’s short, punchy videos to engage quickly or longer articles, podcasts, or documentaries to dive deeper. Audiences enjoy diversity in content styles, so blending formats keeps them engaged and ensures the message reaches a wider range of people. By balancing the two, you can educate and inform while still capturing attention in a fast-paced digital world.

– Finally, what is the one thing you’d recommend all would-be influencers do?

The one thing I’d recommend to all aspiring influencers is to be authentic, recognise the responsibility they have to their audience, and enjoy the process. Authenticity is key – audiences are drawn to real, relatable people who stay true to themselves. Influencers also hold significant influence, so understanding and respecting the impact they have on their followers is crucial. Lastly, it’s important to have fun and enjoy the journey, as passion and joy naturally shine through in content and create a deeper connection with the audience.

—

So there you go folks, we have our marching orders. We need to be authentic in our storytelling, tap into universal themes not-yet-carers can relate to, and play with formats. 

I think this means I need to figure out how Tik Tok works?!

You can follow Maya’s work here and you can follow her on Instagram here.