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 aarp.org/caregiving and aarp.org/cuidar.
“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.”
Credits:
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