Caregiver Assistance

Agency Network: 
April 2017


The Ad Council and AARP have come together for their first PSA campaign. As our population ages and family size shrinks, the face of caregiving in America is changing. While the “typical” family caregiver (providing unpaid care for an aging adult loved one) is a 49-year-old woman, today men represent 4 in 10 (16 million) unpaid family caregivers in the U.S. Many male caregivers say that they don’t feel comfortable discussing this aspect of their lives.

The ad demonstrates that caregiving is “tougher than tough,” and direct viewers to for practical tools and guides.

Film advertisement created by DDB, United States for Ad Council, within the category: Public Interest, NGO.

Advertising Agency: DDB, New York, USA
Chief Creative Officer: Icaro Doria
Executive Creative Director: Lucas Panizza
Senior Copywriter: Turan Tuluy
Senior Art Director: Mina Mikhael
Chief Production Officer: Madison Wharton
Head of Production: Ed Zazzera
Executive Producer: Chris Klein
Manager Art Buying: Jane Piampiano
Print Producer: Joan Elsesser
Account Director: Lauren Neuman
Account Supervisor: Caroline Uffelman
Associate Planning Director: Neil Simpson
Production Company: Bullitt
Director: Tim K
Chief Executive Officer / Executive Producer: Todd Makurath
Executive Producer: Luke Ricci
Head of Production: Jenni Sprunger
Line Producer: Vincent Oster
Editorial Company: Cut & Run
Editor: Joel Miller
Assistant Editor: David Belizario
Executive Producer: Lauren Hertzberg
Senior Producer / Producer: Joanna Hall
Color: The Mill
Producer: Natalie Westerfield
Colorist: Mikey Rossiter
VFX / Conform: Jogger
Flame Artist: Joseph Grosso
Assistant Flame Artist: Matthew Dolvin
Producer: Wendy Gardner
Music: Felt Music
Music Director: Natalie Dickens
Audio: Duotone Audio Group
Audio Engineer: Andy Green
Executive Producer: Greg Tiefenbrun
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Highest Rated

kleenex's picture

I agree.

Activity Score 51110
Web Designer/Developer
halaby87's picture


Activity Score 10248
morse's picture

A great way to change the perception of care-giving. Good strategy.

Activity Score 18024
Art Director |

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kleenex's picture

I agree.

Activity Score 51110
Web Designer/Developer
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