Issue Communications

Celebrating Caregivers



01 / Background

Being a family caregiver is a 24/7 job, and many caregivers feel isolated or alone. GMMB works with AARP to provide support to these caregivers through advocacy, resources, and training for them and their families to help with this incredibly meaningful labor of love.

Digital / Creative Content / Advertising

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.


03 / Work

GMMB worked with AARP to redesign the landing page for story collection to carry the warm, emotive look and feel of Portraits of Care. GMMB hired a portrait artist to paint diverse caregivers and their loves ones to be used in advertising creative. To accompany the portraits, GMMB created videos that illustrated the difficult realities and heartwarming moments of a real family caregiver, ending with a call for other family caregivers to share their stories and be entered to win a portrait of their own. The national media buy supporting the ads comprised high-impact placements followed by acquisition banner ads continuously optimized based on the story collection goal. In addition to the distribution of the “winner” portraits by the state offices in November 2015, the campaign ended with a gallery event on Capitol Hill to raise awareness of family caregiving needs and legislative action from Congress.


04 / Results

In the only the first three months, the AARP I Heart Caregivers “Portraits of Care” campaign garnered a total of 546,847 clicks and 323 story submissions, successfully raising awareness of the dedication, sacrifice, and incredible love family caregivers have for their loved ones while building a vital story bank in support of state legislative action. Awareness of the campaign was driven by display ads that had a click-through rate of 0.14% (exceeding the standard benchmark of 0.08%) and 15-second and 30-second videos which generated 31,239,920 views.