Community

Caregiver Assistance

There are 48 million unpaid family caregivers in the United States. Most caregivers are family members or friends who are working, managing their own families and caring for their loved ones at the same time. For many, the caregiving role doesn’t start all at once—it starts with simple things like scheduling a doctor’s visit or helping with daily errands, then gradually expands until it becomes a major commitment. On average, caregivers provide 23 hours of care a week, the equivalent of an unpaid, part-time job.

Since 2011, we have encouraged caregivers to care not only for their loved ones, but also for themselves. To date, the campaign has targeted several audiences: general market women age 40 to 60, male caregivers age 35 to 60, and Hispanic/Latino and African American/Black caregivers with an emphasis on women ages 35 to 60.

The campaign directs viewers to AARP’s Family Caregiving site, where caregivers can find free Care Guides, self-care tips, planning resources, legal and financial guidance, and more.

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Sponsors
AARP
Agencies
Alma, Ad Council Content Studio, Wordsworth & Booth, DDB NY, goodstory films, Spike DDB
Key Audiences

Assets

Television
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Radio
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Banner Print
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Out Of Home
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Online Video
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Live Announcer Copy
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