02 / Strategy
In 2014, AARP asked GMMB to help tell the important and meaningful stories of caregivers as part of their advocacy campaign, “I Heart Caregivers.” Through opinion and message research, we discovered that family caregivers didn’t view their work on behalf of their loved ones as a sacrifice as much as another way to show their love. Because family caregivers have long days and little free time, we knew our efforts needed to be authentic and resonant to motivate them to take the time to participate. Their stories would be collected on the I Heart Caregivers website to help bring caregivers together, as well as bolster the argument for caregiving legislation.
GMMB developed “Portraits of Care,” which honored family caregivers and their loved ones by painting their portraits and sharing their stories. Family caregivers would be incentivized to submit their story for a chance to win a painted portrait of their own. We tapped into AARP state offices to promote the campaign in their communities and create an earned media opportunity in each state when the “winner” portraits were highlighted during November—National Family Caregivers month.