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Millennial Uproots Life for Mom, Finds Strength Online

AARP PROJECT
Millennial Uproots Life for Mom, Finds Strength Online by AARP

credits

Title
  • Millennial Uproots Life for Mom, Finds Strength Online
Entrant
  • AARP

About This Project

Summary

AARP partnered with creator Jacquelyn Joyce Revere (@MomOfMyMom) to raise awareness around the heartbreak, strength, and love that comes with being a family caregiver. At 29, Revere became a full-time caregiver for her mom with Alzheimer’s and began sharing their journey on social media. Our co-created video profile on Revere leveraged her trusted voice to guide audiences to AARP’s caregiving resources and foster community.

Goals & Objectives

Our goal was to elevate a diverse creator voice by partnering with @MomOfMyMom, while supporting the underserved caregivers from her online community. By doing so, we were able to connect millennial and Black caregiver audiences to AARP’s resources and educate a wider audience.

Results & Impact

The campaign drew nearly 140K views and reached almost 100K people, raising awareness for caregiver resources from AARP and Jacquelyn Joyce Revere. The comments showed that viewers connected with Revere’s story, with many caregivers sharing similar feelings of isolation.

the team

Jason Orfanon
  • Vice President
  • AARP Studios
Grace E. Cutler
  • Executive Producer
  • AARP Studios
Caitlin K. Rossmann
  • Senior Producer
  • AARP Studios
Rebecca Abraham
  • Producer
  • AARP Studios
Njeri "Enn" Mathis
  • Associate Producer
  • AARP Studios
Tayrn Brown
  • Associate Producer
  • AARP Studios
Andrew Labens
  • Editor
  • AARP Studios
Tracy Sacks
  • Director of Production
  • AARP Studios
Julia Rossi
  • Senior Production Manager & Content Specialist
  • AARP Studios
Jennifer E. Harris
  • Production Manager
  • AARP Studios
Andy Portnoy
  • Director of Post Production
  • AARP Studios
Xi Lin
  • Art Director
  • AARP Studios
John Kantelis
  • Graphics Designer
  • AARP Studios
Raj Mody
  • Vice President, Emerging Channels & Brand Growth
  • AARP
Amanda Knowles
  • Senior Director, Social Media & Content Integration
  • AARP
Sarah Sonies
  • Social Media Strategist
  • AARP
Chelsea Torres
  • Senior Social Strategist & Community Manager
  • AARP
Cara Hedgepeth
  • Senior Community Advisor
  • AARP
Jolie Abreu
  • Social Media Marketing Manager
  • AARP
Olivia Jackson
  • Social Media Coordinator
  • AARP
Liz Bradley
  • Senior Integrated Comm Strategies Director
  • AARP
Jen Martin
  • Senior Advisor, Caregiving
  • AARP
Shani Hosten
  • Vice President, Audience Strategy
  • AARP
Nancy Kerr
  • Senior Writer/Editor/Producer, Features
  • AARP
Allison Maxwell
  • Senior Executive Editor
  • AARP
Jacquelyn Joyce Revere
  • Caregiver & Social Media Influencer