• by Larissa Faw , November 5, 2018

The AARP and Ad Council are launching their second Latino-targeted campaign to reach the seven million Latino caregivers in the US.

The creative, developed pro bono by the multicultural ad agency Alma in both English and Spanish, reminds caregivers that getting support helps them provide the best care for their loved one.

Many don’t seek help because they look at their support as simply something that families do for each other.

The TV spots features scenes of a father being a “hero” for his young daughter before concluding with the line, “Your hero needs you now. And AARP is here to help.” The PSAs direct viewers to seek free resources by visiting aarp.org/caregiving and aarp.org/cuidar.

The Ad Council will distribute the PSAs to broadcast, radio, print, outdoor, and digital media outlets nationwide. Social media creative will also soon debut on Facebook, courtesy of Facebook’s donated media support.