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New campaign backs caregiver awareness

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AARP and the Ad Council have developed a new collection of public service announcements (PSA) to support the National Family Caregivers Month campaign.

That campaign is taking place this month — in November — along with the Long-Term Care Awareness Month campaign.

ALMA, an advertising agency, created the PSAs for free, as a contribution to the caregiver awareness effort. The PSAs show children growing up to become caregivers for their own parents, and they encourage viewers to visit English-language and Spanish-language AARP caregiver support websites.

AARP estimates that about 42 million U.S. residents act as caregivers for older loved ones, and that those caregivers provide $450 billion in unpaid care each year. The group has survey data from Evercare and the National Alliance for Caregiving suggesting that one-third of U.S. Hispanic households are providing care.

Hispanic consumers often see caregiving as such a normal responsibility that they fail to recognize that they are caregivers or seek support, AARP says.

In addition to developing the PSAs, AARP is adding senior-care provider directory to its caregiver support site. Entries include consumer reviews and some provider cost information. 

See also: Genworth exec: The LTC crisis is still coming