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.
“Juggling work, personal and caregiving responsibilities can be highly stressful, often putting caregivers at risk for depression, anxiety and heart disease and financial challenges,” said Yvette Pena, AARP vice president of multicultural leadership, Latino audience strategy. “It’s vital that Latino families not only recognize the role of family caregivers, but also have access to culturally relevant resources and support.”
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 spots are in both English and Spanish.
Six in 10 family caregivers juggle caregiving responsibilities with full - or part-time jobs. That rate is even higher among Latino caregivers: nearly seven in 10 work an average of 36 hours per week outside the home, and one in four provide more than 40 hours of care each week. Family caregivers spend an average of $6,954 a year – nearly 20% of their income – on out-of-pocket costs related to caregiving. Latino and low-income family caregivers spend even more with an average of $9,022, representing 44% of their total income per year.
“Caregivers dedicate so much of their time, energy and their hearts to making someone else's life better. They're an inspiration,” said Lisa Sherman, Ad Council president and chief executive. “By bringing these incredible partners together to make such beautiful work, we can reach caregivers across the country to help them access the support they need and deserve.”