Preventative Measures

Little is said of the growing problem of elder abuse in today’s rapidly aging society, but one Los Angeles agency is trying to change that.
D’Arcy Masius Benton & Bowles has created a pro bono TV campaign to focus attention on the neglect–physical, psychological and financial–that many elderly people in the U.S. face, in most cases at the hands of a family member.
The first public service announcement (shown here), titled “Spilled Milk,” shockingly depicts a woman who’s just home from work complaining to her elderly mother about the traffic and other pressures.