Ad Council issue new PSAs from Spike DDB targeting African-American
(November 30, 2016) AARP and the Ad Council announced they are
continuing their successful Caregiver Assistance campaign with new PSAs
directing African-American caregivers to assistance and resources. The
ads were created pro bono by agency Spike DDB.
The new series of PSAs are rooted in insights gleaned from qualitative
research Spike DDB and the Ad Council conducted with African-American
caregivers. The research found that in African-American families, it's
often culturally expected that one person assumes the role of caregiver
and shoulders the burden silently and stoically. The new series of PSAs
are designed to resonate with this audience by acknowledging the
pressure they often feel to be strong, even when they may be feeling
overwhelmed. By speaking directly to the camera and sharing their ‘inner
monologue,' the caregivers in the PSAs demonstrate that it's okay to
seek help and support.
"Caregivers provide invaluable support to their loved ones, and it's
critical that they also get the support they need and deserve," said
Lisa Sherman, President and CEO of the Ad Council. "We've been proud to
partner with AARP on this important issue for the past four years, and
this year we're excited to evolve this campaign and help a new audience
discover the practical advice, tools, and supportive community that can
help ease their burden."
The spots and other creative can be seen by
"The act of caregiving is something that's near and dear to every single
person who worked on this campaign," said Dabo Che, Executive Creative
Director of Spike DDB. "We wanted to represent something that felt
honest and real to the selfless people who navigate their way along the caregiving
path, to celebrate their efforts and offer them unwavering support."
The PSAs encourage caregivers to find "support for your strength" from
the Caregiving Resource Center at aarp.org/caregiving or by calling
1-877-333-5885. On the website, caregivers can access practical health
and wellness tips and resources and can interact with a supportive
community of peers.
The campaign will also be promoted by actress Holly Robinson Peete and
singer-songwriter Regina Belle, who share their caregiving stories in
emotional new videos which will soon be available at aarp.org/caregiving,
and radio DJ Donnie Simpson, who will host a #RealTalkAboutCare Twitter
chat on November 22 at 1 pm EST.
A number of bloggers, vloggers, and online personalities who are
influential in the African-American community will also lend their
support to this campaign, engaged by the health and wellness media
company Feel Rich. These influencers will share their own personal
stories of caregiving using the hashtag #RealTalkAboutCare, encouraging
their followers and fans to join an online conversation about caregiver
support. In addition, Essence is serving as launch partner for this
campaign, premiering the new creative on Essence.com and sharing the
importance of these resources with their audience.
"Having taken care of loved ones, I have experienced firsthand the
challenges and rewards of being a caregiver," said Quincy Jones III,
co-founder of Feel Rich. "I've learned that getting help and support
isn't a sign of weakness -- sometimes, it's what you need to do to stay
strong for the people who depend on you. We're proud to be a part of a
campaign that helps us get this message out in our community."
Following the Ad Council's model, the PSAs will be distributed to more
than 33,000 media outlets nationwide and will be run in space and time
entirely donated by the media.
Since the initial launch in August 2012, the Caregiver Assistance
campaign has received over $185.3 million in donated media. Since 2014,
the Caregiving Resource Center has received over 15.7 million visits.
For more information about caregiving resources, please visit aarp.org/caregiving
or call 1-877-333-5885. Join the conversation online with hashtag #RealTalkAboutCare
and at Facebook.com/AARPBlackCommunity.
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