Agency: Alma
Date: Nov 2018
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Nearly seven million Latinos in the US provide unpaid care to an aging or older loved one. To assist those people, AARP and the Ad Council have introduced a PSA campaign, encouraging Latino caregivers nationwide to access free Care Guides, self-care tips, planning resources, legal and financial guidance, and more.

Many Latino family caregivers see caregiving responsibilities simply as something family members do for one another, and do not seek outside help, which is why these resources are necessary.

The new PSA campaign, created pro bono by the multicultural ad agency Alma, reminds caregivers that getting support helps them provide the best care for their loved one – who, in many cases, once cared for them as a child. The TV spots, ‘Your Hero Needs You,’ depict touching scenes of a father playing with his daughter and being a “hero.” It finishes with the little girl grown and caring for her now elderly father with love and care. It concludes with the line, “Your hero needs you now. And AARP is here to help.” The PSAs encourage viewers to visit AARP’s Family Caregiving Website at and The spots are in both English and Spanish.


Creative Chairman/CEO: Luis Miguel Messianu

Co-President/ Chief Creative Officer: Alvar Suñol

Executive Creative Director: Juan Diego Guzman

Senior Art Director: Jonathan Garcia

Art Director(s): Orlando Velez & Emilia Lora

Copywriter: Juan Diego Guzman

Executive Producer: Jay Rivera

Producer: Victoria Marichal

Account Director: Carola Chaurero

Planner: Tamara Sotelo

Production Company: Joinery

Director: Rob Stanton-Cook

DP: Billy Pena

Executive Producer: Elliot Lucas

Editorial House: ALMA Studio

Executive Producer: Yeyo Marquez

Lead Video Editor: Erik L. Justiniano

Music Studio: Animal Studio

Composer: Alex Mor

Music Studio EP: Alberto Farinas