Web Film
AARP: Tougher Than Tough - Behind The Scenes
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Men represent 16 million of the more than 40 million Americans who are unpaid family caregivers. Although most male caregivers agree that caregiving is stressful, very few reach out for help; they often avoid talking about their situation with others and don’t feel comfortable discussing the emotional challenges of caregiving. More than half (63%) of male caregivers are the primary caregiver for their loved one, and the majority of employed male caregivers juggle with working 40 or more hours per week. New PSAs feature "tough guy" Danny Trejo and use the tagline “Caregiving is tougher than tough," directing male caregivers to aarp.org/caregiving for Care Guides and other practical tips, tools, and support.
- Category Public interest
- Client AARP
- Agency DDB North America
- Production Bullitt
- Country United States of America
- Uploaded 11 April, 2017
- Director
Tim K - Chief Creative Officer
Icaro Doria - Executive Creative Director
Lucas Panizza - Senior Copywriter
Turan Tuluy - Senior Art Director
Mina Mikhael - Producer
Johanna Hall - Producer
Joanna Hall - Executive Producer
Lauren Hertzberg - Executive Producer
Chris Klein - Executive Producer
Todd Makurath - Executive Producer
Luke Ricci - Executive Producer
Lauren Hertzberg
Chief Production Officer: Madison Wharton
Head of Production: Ed Zazzera
Manager Art Buying: Jane Piampiano
Print Producer: Joan Elsesser
Account Director: Lauren Neuman
Account Supervisor: Caroline Uffelman
Associate Planning Director: Neil Simpson
Head of Production: Jenni Sprunger
Line Producer: Vincent Oster
Editorial Company: Cut & Run
Editor: Joel Miller
Assistant Editor: David Belizario
