“Caregiving is challenging in the best of times – even more so as we grapple with the Coronavirus pandemic. Through our website and toolkits, the goal of our Coronavirus caregiving efforts is to continue to arm family caregivers with the tools and support they need in order to support their loved ones,” said Robert Stephen, Vice President of Caregiving and Health at AARP. “We want to recognize the tremendous sacrifices that caregivers make every day to care for their loved ones.”

AARP’s recent Coronavirus-focused resources are supported by their more general Caregiver Assistance campaign. In February, AARP and the Ad Council released new campaign creative that supports caregivers who care for an aging or older loved one. Since its initial launch in 2011, the Caregiver Assistance campaign has empowered caregivers to care for both themselves and their loved ones. The 2020 iteration of the campaign creative was produced by goodstory films and Wordsworth + Booth.

“Caregiving can be highly stressful work in ‘normal’ times, but it can be especially challenging during stressful times like the COVID-19 crisis. Times like this put caregivers at risk for depression and anxiety, as well as cause financial problems,” said Michelle Hillman, Chief Campaign Development Officer of the Ad Council. “We’re humbled to continue this campaign to help the millions of caregivers who are often juggling many responsibilities while caring for their loved ones during this challenging but important time.”

The latest evolution of the Caregiver Assistance campaign aims to remind caregivers that even though caregiving can be overwhelming, they’ve got this. The PSAs direct viewers to AARP’s Family Caregiving site at aarp.org/caregiving, where caregivers can access free Care Guides, self-care tips, planning resources, legal and financial guidance and more.

For more information about caregiving resources, please visit aarp.org/coronavirus or aarp.org/caregiving or call 1-877-333-5885.

AARP
AARP is the nation’s largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence and nearly 38 million members, AARP strengthens communities and advocates for what matters most to families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin. To learn more, visit www.aarp.org or follow @AARP and @AARPadvocates on social media.

The Ad Council
The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation’s most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don’t Let Friends Drive Drunk. Smokey Bear. Love Has No Labels. Its innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.org, follow the Ad Council’s communities on Facebook, Instagram and Twitter, and view the creative on YouTube.

goodstory films
goodstory films is a woman-owned production company based in Brooklyn, NY. Innovative and nimble, our diverse roster of emerging, award-winning documentary, commercial, and feature filmmakers work alongside our veteran executive producers and creatives to craft authentic, story-based content for integrated brand campaigns.

Wordsworth + Booth
Wordsworth+Booth is a NYC-based audio creative agency. Named for first-rate copywriting (Wordsworth) and outstanding production (Booth), W+B was born out of the need for a more holistic and progressive approach to audio marketing. W+B services include radio advertising, sonic branding, podcasting, skills development, foreign language adaptation, and more.

PRESS CONTACTS:

Ad Council
Emily Kostic
[email protected]
212.984.1910

AARP
Amanda Davis
[email protected]
202.434.2506