AARP and the Advertising Council are beginning a new advertising and social media campaign this week designed to illustrate the many roles caregivers play and to thank them for this assistance.
Timed to coincide with November's National Family Caregivers Month — an annual commemoration, sponsored by the Caregiver Action Network, to honor the 42 million Americans who care for a loved one with a chronic condition, disability or the frailties of old age — the campaign is the second time AARP and the Ad Council have collaborated on this issue.
In August 2012, they introduced advertising directed at female baby boomer caregivers, aged 40 to 60, that illustrated the physical, emotional and mental strains they experience. The ads, by Butler, Shine, Stern and Partners, based in Sausalito, Calif., also directed caregivers to a website, www.aarp.org/caregiving, operated by AARP, that offers tools, advice and other assistance.
The campaign reflects research conducted by AARP in June 2013 of people who consider themselves caregivers, which found that although 52 percent said they were "proud" to provide such assistance, almost three in 10 said their lives had changed from caregiving, while more than one in five said their weight, exercise or social life had suffered from it.
AARP also found that one in three caregivers surveyed felt sad or depressed and 44 percent said they bottled up these feelings. Almost 40 percent said they slept less since becoming a caregiver, while one-third avoided making decisions or isolated themselves, and almost one-quarter ate more.
"Family, friends and neighbors who support a loved one rarely see themselves as a caregiver, and they almost never ask for help. But at some point in their lives, most people will be a caregiver or need support. Our campaign is here to remind caregivers that they aren't alone and there is help," said Debra Whitman, AARP executive vice president for policy, strategy and international affairs.
New advertising — which has been created in television, radio, print, outdoor and digital executions, in English and Spanish — is meant to "start a broader cultural conversation about the challenges" caregivers face, said David Jenkins, president of Taxi, a Toronto-based unit of WPP, whose New York office worked on the campaign. Distribution of the advertising will begin Thursday.
Caregivers often are not "self-identifying," he said. "We're trying to provide a platform that will enable them to see themselves and the roles they play. We are viewing these people as unsung heroes."
Both print and TV ads illustrate a 50-year-old woman and her mother, and describe the many services the former provides for the latter. The print ad depicts the younger woman serving as her mother's nurse, housekeeper and personal assistant. The ad says, "Caring for a loved one requires playing many roles you never expected. But you're not alone."
A television spot, in 15- and 30-second versions, shows the younger woman entering a kitchen where her mother sits at a table reading a magazine. As the spot proceeds, the daughter organizes her mother's pills, folds laundry, chops vegetables and pays bills; in the voice-over, she says, "When I started taking care of Mom, I didn't realize the challenge of playing so many roles. But above all, I'm still her daughter."
Both the print and TV ads refer viewers to aarp.org/caregiving, while the print ad urges them to "connect with experts and other caregivers," and also offers a toll-free number, operated by AARP, for assistance.
An outdoor ad shows a younger and older woman, their arms entwined around each other. The ad says, "You're there for Mom. We're here for you. Caring for a loved one can be more than you expected. But you're not alone."
And radio spots discuss the challenges faced by a daughter who has become her father's caregiver.
According to Amy Goyer, AARP's home and family expert, the new campaign is aimed at the same group as last year's advertising. Ms. Goyer said research by AARP in 2009 found that the average caregiver in the United States was a 49-year-old woman who worked outside the home and spent nearly 20 hours a week, for nearly five years, providing unpaid care to her mother.
This research also estimated that in 2009, the economic value of family caregiving was $450 billion, based on 42.1 million caregivers 18 or older providing an average of 18.4 hours of care per week to care recipients 18 or older, at an average value of $11.16 per hour.
Another initiative of the campaign, also created by Taxi, is the "Thanks Project," www.thanksproject.org, that debuted on Tuesday and allows people to post messages of thanks to caregivers and upload related photos and videos; these messages can also be shared on Facebook and Twitter.
Ms. Goyer said this effort would provide a way for family, friends and caregivers to engage, and for caregivers to be acknowledged, "to help them feel they are not alone." She also said she hoped it would help connect all of these people to AARP's caregiving resources, including the website, which has been upgraded since last year.
Peggy Conlon, president and chief executive of the Ad Council, said the new advertising conveyed "a very empowering message. There are natural frustrations caregivers experience, but at the end of the day, there's a reason they do it. It is love for the relative they're caring for."
Ms. Goyer also called caregiving a "widespread issue people can connect with on a personal level. If they haven't been a caregiver, they most likely will be or will receive care. It's an issue that affects every person."
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