A new campaign launched last week by AARP and the Ad Council focuses not on aging Americans, but those providing care to seniors as one of its commercials asks, “I take care of her, but who takes care of me?”
The campaign aims to tell the country’s more than 40 million caregivers that their needs are just as important as the needs of those they care for as they provide 40 billion hours of unpaid home care annually, according to AARP’s Public Policy Institute. AARP and the Ad Council use television, radio, print and outdoor PSAs to demonstrate the isolation and frustration caregivers often face, according to the Ad Council.
“Only those who care for others know what it’s really like to care for others. That’s why we created a community where caregivers can connect with experts and others facing similar challenges,” said Barry Rand, CEO of AARP.
Many adults providing care for aging family members and friends view their role as obligatory and expected, according to AARP. The campaign aims to validate the role of caregivers and raise awareness of the resources and expert help that is available to them.
More than half of caregivers report needing additional help in caring for their parents or loved ones, according to a survey conducted by AARP and the Ad Council. The campaign seeks to reach those caregivers in need who additionally experience fatigue, financial strain and emotional guilt, according to the survey.
“We’re proud to join with AARP on this important and moving campaign aimed to bring awareness to the issue of caregiving,” said Peggy Conlon, president and CEO of the Ad Council. “Our research shows that caregivers feel alone and don’t know where to turn for help. Our PSAs and the wonderful resources and network provided by AARP have the potential to change that.”
Written by Erin Hegarty