Alma Launches Caregiver PSAs for AARP

By Erik Oster 

Miami-based agency Alma and the Ad Council are rolling out a PSA campaign for AARP aimed at the 42 million caretakers in the United States looking after elderly parents or other loved ones, with Alma specifically targeting the one in three Hispanic households which include a caregiver (according to research conducted by Evercare and the National Alliance for Caregiving).

The campaign includes 30 and 60-second broadcast spots, digital, print and radio. In the broadcast spots, the changing roles of families are examined. In “Spoon” for example, a father is shown feeding his daughter at the beginning of the spot, with the grown-up daughter trying to get her father to eat in the next scene. “Bath” takes a similar approach, with both ads ending by directing viewers to and


“As Latinos, caring for our elders isn’t a choice – it’s an inherent cultural responsibility,” said Luis Miguel Messianu, president and chief creative officer of Alma. “It’s a big task to take on and it’s wonderful to have the opportunity to work with the Ad Council and AARP, who provide support to so many generous caregivers. It’s important to remind them that they are not alone in their efforts.”



Client/Brand: AARP/Caregiving

Agency: Alma

President & CCO: Luis Miguel Messianu

SVP, Executive Creative Director: Alvar Sunol

Creative Director/Copywriter/Art: Juan Diego Guzman

VP Strategic Insights: Marta Insua

Strategic Insights Director: Virginia Reyes

New Business Director: Carola Chaurero

Studio Artist: Errol Archer

Director of Production: Rodrigo Vargas

Producer: Marco Arguello

Production Company: Cortez Brothers

Line Producer: Asori Soto

Director: Esteban Sapir

Editorial House/Sound Design/Mix: Vapor Post

Editor: Jorge Vallejo

Music: Animal Music

RadiovProduction/Sound Design/Mix: Animal Music

Photographer: George Kamper

Retoucher: George Kamper