AIMS: To evaluate why no families could be recruited for a nurse-led and family-centred support programme in Austria which aimed to prevent an age-inappropriate caring role for young carers. DESIGN: A qualitative study incorporating qualitative e-interviews and telephone interviews. METHOD: Twenty-one interviews were conducted with statistically significant project stakeholders ( = 17) and with adult family members of children with caring responsibilities ( = 4). Data collection and analysis were guided by the "Social Marketing Framework." Relevant statements were assigned to the main categories: product; price; promotion; place; and working with partners. RESULTS: The lack of awareness towards young carers, the unfamiliar, open outcome approach of the intervention, the inappropriate language used in promotional materials and the families' fear of stigma while seeking support were identified as central obstacles for successful recruitment of families and implementation of the support programme.