CAMPAIGN MESSAGES
Ending Hunger- Feeding America
As the largest hunger-relief organization in the United States, The Feeding America network of food banks feeds millions of families each year, especially during times of disasters and national emergencies .
Campaign Objective: These are uncertain times for everyone, but for households facing hunger, the coronavirus fallout – including school closures and job disruptions – can present an even greater threat. Millions of Americans, including children, will turn to food banks for much-needed support. Updated PSAs encourage audiences to donate to Feeding America’s COVID-19 Response Fund to help families in this time of urgent need.
Target Audience: Adults 25-54
Call-to-Action: Donate at FeedingAmerica.org/coronavirus
Essential Workers
While most of the nation self-isolates, essential workers leave their homes and risk their lives every day to continue providing critical services for the public. The #OutThereForUs campaign helps viewers show their gratitude for these workers’ dedication, resilience, and service during this crisis. Broadcast and online video spots, featuring “Good Job” by Alicia Keys, show custom digital out-of-home billboards displaying user-submitted thank you messages. The spots encourage viewers to submit their own thank you message to essential workers in their lives using the hashtag #OutThereForUs. Select user submissions will be turned into digital out-of-home billboards and placed where essential workers will be most likely to see them, joining the campaign’s other assets thanking doctors, delivery drivers, grocery store workers, and more on the frontlines across the country.
Campaign Objective: Encourage the public to submit “thank you” messages to essential workers in their lives
Target Audience: Adults 18+
Caregiver Assistance
There are 40 million unpaid family caregivers in the United States. Most caregivers are family members or friends who are working, managing their own families, and caring for their loved ones at the same time.
For many, the caregiving role doesn’t start all at once; it starts with simple things like scheduling a doctor’s visit or helping with daily errands, but gradually expands over time, until it becomes a major commitment in their lives. Many caregivers provide up to 20 hours of care a week, equivalent to the time commitment of an unpaid, part-time job. AARP expects COVID-19 to increase the number of family caregivers providing short-term or long-term care to an older or aging loved one. Older adults are also at higher risk of getting very sick from the coronavirus, which places additional responsibility – and stress – on caregivers.
Campaign Objective:
- Raise awareness among the 40 million caregivers in the U.S. that they are caregiving
- Raise awareness among caregivers that there are resources available to help
- Help connect caregivers to Coronavirus-specific resources
Target Audience: Caregivers ages 35-60
Call-to-Action: Visit aarp.org/caregiving for support, guidance and tips for caregiving during Coronavirus
