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AARP, Ad Council issue new PSAs from Spike DDB targeting African-American caregivers

(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 clicking here.

"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 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, 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 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 or call 1-877-333-5885. Join the conversation online with hashtag #RealTalkAboutCare and at

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