Chances are, if you have an elderly parent, relative, or in-law, you are a caregiver — and you may not even know it. There are as many different kinds of caregiving as there are needs to be met for loved ones who can no longer be fully independent.
The American non-profit AARP sought to raise awareness amongst Millennials, Gen Xers, self-identified caregivers and the 50+ age group.
In partnership with AARP, TIME provided a new perspective on caregiving and highlighted the ways individuals may be a caregiver without realising it. The Changing Roles of Caregiving article series breaks down various types of caregiving that exist, explaining how and why each is important to caring for ageing loved ones.
TIME created a three-part series that helped identify the changing roles of caregiving and provide a better understanding of the resources needed. It interviewed experts at AARP to gain invaluable insights and tips for caregivers. It then used custom illustrations to beautifully highlight the different forms of caregiving.
The series helped audiences self-identify as caregivers when they may not have done so previously, and illustrated the importance of this recognition in creating a better life for their loved ones. By incorporating AARP’s assets and expertise, the campaign positioned AARP as an essential resource for today’s caregivers and showcased the tools available for providing better care.
The series was distributed via TIME's landing page, as well as its Instagram, Twitter and Facebook profiles. It also appeared in TIME’s printed magazine and had its own subsite.
The campaign received more than 5.3 million impressions, which was 3% higher than expected.
The average time spent on the content was 2 minutes, which was 2-3x more engagement than the average.
Great custom illustrations and a partnership that can exploit the expertise and assets of a client will raise the desired awareness and get the target audience to think of an issue with a fresh perspective.