• by Larissa Faw , April 11, 2017

While women may be the face of caregiving in America, men represent four in 10 unpaid family caregivers in the U.S., totaling 16 million. And many say that they don't feel comfortable discussing this aspect of their lives.

Now, AARP, its agency DDB New York and the Ad Council are introducing their first-ever public service awareness campaign designed specifically to address this largely unrecognized population.

The creative combines humor with emotion by showing actor Danny Trejo, best known for playing gruff men, demonstrating his own toughness by shaving with a machete and knitting a chain link scarf. Those images are juxtaposed with a male caregiver shown shaving, lifting and feeding his dad.

The ad ends with the message that caregiving is “tougher than tough,” and directs viewers to aarp.org/caregiving for practical tools and guides.

The media buy includes :60, :30, and 15-second spots distributed by more than 33,000 media outlets nationwide and running exclusively in donated time and space, per the Ad Council’s model. They are available in TV, radio, print, outdoor and digital formats. Social media creative will also soon debut on Facebook, courtesy of Facebook’s donated media support for the Ad Council.

Trejo was the obvious spokesperson for this project, says the agency. His onscreen persona embodies the traditional “toughness” and strength that is often expected of men in a way that lets the creative upend expectations of masculinity and celebrate the dedication and devotion of male caregivers. Additionally, Trejo has seen firsthand what it takes to be a caregiver, having helped care for a friend who was going through cancer treatment.