CEO DATELINE - Associations team up to raise awareness about caregivers
CEO DATELINE - Associations team up to raise awareness about caregivers
- May 5, 2015 |
-
Walt Williams
New ads highlight challenges faced when caring for elderly relatives
| Want more news?
Consider joining CEO Update. Membership gives full access to the latest intelligence on association management, career advancement, compensation trends and networking events, as well as hundreds of listings for senior-level association jobs.
|
Five organizations are working together to encourage their members to run public service announcements about the challenges faced by people who provide care for elderly relatives.
The ads were produced with AARP and the Ad Council as part of their ongoing Caregiver Assistance Campaign. The campaign was designed by advertising agency DDB New York and is supported by the National Association of Broadcasters, Radio Advertising Bureau and Outdoor Advertising Association of America, all of which are urging members to run the spots in the weeks leading up to both Mother's Day and Father's Day.
"Many people will spend more of their time and resources caring for their aging parents than they did raising their own children," AARP CEO Jo Ann Jenkins said. "These new PSAs will help create greater awareness for caregivers who tackle tough issues every day, and provide information on the many resources that are available to help them meet their needs and those of their loved ones."
Caregivers provide an estimated $450 billion worth of unpaid care to aging relatives and friends, according to the groups. An AARP survey found more than one in five says their weight, exercise routine or social life has suffered since becoming a caregiver and that they are generally unhappier.
"Family support is critical to the care needed for older adults as they age, but often comes at substantial costs to those providing the care, to their families and to society," said Lisa Sherman, CEO of the Ad Council. "Through this campaign—and thanks to the incredible support from our advertising partners—our goal is to help more caregivers connect to the resources, tools and help available to them and better alleviate the stresses in their lives."
The ads can be viewed at http://prn.to/1JNYcmj
MORE CEO DATELINE
- National Association of Theatre Owners vs. the Avengers
- Muscular Dystrophy Association ends Labor Day marathon
- Hot topics for fly-ins this week include carbon cuts, net neutrality
- American psychological association says 'no comment' to torture allegations
- New coalition fights back against music royality push