Massachusetts-based creative agency Mechanica has launched a powerful new campaign for home healthcare service Seniorlink celebrating National Family Caregivers Month. 

The guiding insight behind the campaign is that people diagnosed with early onset Alzheimer's are primarily concerned not for themselves, but for their caregivers. Mechanica chose to highlight someone with this diagnosis and their concern expressed to their friends and family for their caregiver. 

The spot, 'My Wish', features the story of Pam, a woman diagnosed with early-onset Alzheimer’s and her husband, Bob, who is her caregiver. The campaign will run on Facebook and Seniorlink's YouTube channel throughout November. 

Mechanica Creative Director Jim Garaventi explains: "We were struck by stories of those diagnosed with Alzheimer’s, and their concern - not for themselves - but for what their disease will mean for those taking care of them. We felt the most powerful thing we could do for these caregivers was to let people like Pam speak for them and their needs.”

The spot was directed by Alan Chebot, and produced by Parallax Productions.