Caregiver Assistance (African-American Market)

Caregiver Assistance (African-American Market)

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  • TV

    Caregiver Assistance – Strong :60

    With over 40 million family caregivers in the U.S., the Caregiver Assistance campaign aims to raise awareness of AARP’s Caregiving Resource Center, where caregivers can find thousands of helpful articles, tips, and tools from experts and fellow caregivers who have been in their place. African Americans are more likely to spend more than 21 hours/week caregiving, compared with the average population of family caregivers.

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  • TV

    Caregiver Assistance – Help :60

    With over 40 million family caregivers in the U.S., the Caregiver Assistance campaign aims to raise awareness of AARP’s Caregiving Resource Center, where caregivers can find thousands of helpful articles, tips, and tools from experts and fellow caregivers who have been in their place. African Americans are more likely to spend more than 21 hours/week caregiving, compared with the average population of family caregivers.

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  • Radio

    Caregiver Assistance – Lucky :30

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  • Radio

    Caregiver Assistance – Lucky :60

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  • Caregiver Assistance - AARP.org/Caregiving
    Web

    Caregiver Assistance - AARP.org/Caregiving

    Caregiver Assistance - AARP.org/Caregiving

    At www.aarp.org/caregiving caregivers can join a community and receive practical tips and tools, as well as connect with experts and other caregivers for advice and support. 

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  • A print advertisement depicting an African-American woman with shorty, grey hair leaning on the shoulder of a younger African-American woman with superimposed text, "'You Don't Have to Be So Strong' But if I'm Not, Who Will?" A caption below the image reads, "Being a caregiver takes a special kind of commitment. We know your strength is super, but you're still human. Find support for your strength."
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    Caregiver Assistance - Mother Daughter

    A print advertisement depicting an African-American woman with shorty, grey hair leaning on the shoulder of a younger African-American woman with superimposed text, "'You Don't Have to Be So Strong' But if I'm Not, Who Will?" A caption below the image reads, "Being a caregiver takes a special kind of commitment. We know your strength is super, but you're still human. Find support for your strength."
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One in five African Americans is a caregiver

"Support for Your Strength"

40 million caregivers in the United States provide 37 billion hours of care worth an estimated $470 billion to their parents, spouses, partners, and other adult loved ones each year. African-American caregivers face unique challenges. According to a recent AARP study, while African-American caregivers spend similar amounts as white caregivers, their burden is higher due to lower average household incomes. African-American caregivers devote more than 34% of their annual income to expenses associated with providing care, compared with 14% for white caregivers. African-American caregivers are also more likely to spend over 21 hours per week caregiving, and the majority provide all or most of the care themselves, without the assistance of paid help.

The campaign's latest round of work encourages caregivers to find support for their strength. The PSAs drive to AARP's Caregiving Resource Center, where caregivers can find Care Guides and community.

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