A A R P x A D C O U N C I L
R E A L T A L K .
Being a caregiver takes a special kind of strength – super, but they're still human. Having been a caregiver in my life - concepting for this campaign was emotional, and that's exactly what this piece needed to strike the right nerve. Caregiving is not all chicken noodle soup and cross word puzzles. It's the hardest shit in the world. Caregivers have this need to keep it together, to appear stoic in the face of bedpans and backpain. So, let's get real. Now a national campaign running for AdCouncil and AARP, I wrote this campaign at 4am the night before the pitch.
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