DDB New York Partners with AdCouncil and AARP to Promote Male Caregiving with Tough Guy Danny Trejo

DDB New York has launched a new campaign for Ad Council and AARP to celebrate male caregivers. As the population ages and family size shrinks, the face of caregiving in America is changing. While the “typical” family caregiver (providing unpaid care for an adult loved one) is a 49-year-old woman, today men represent 4 in 10 (16 million) unpaid family caregivers in the U.S. Many male caregivers say that they don’t feel comfortable discussing this aspect of their lives.

The Ad Council and AARP joined forces on their first ever PSA campaign designed specifically to address this largely unrecognised population. Demonstrating that caregiving is “tougher than tough,” the PSAs feature ultimate tough guy Danny Trejo (Machete, From Dusk Till Dawn, and Breaking Bad), and direct viewers to aarp.org/caregiving for practical tools and guides.