Being a caregiver takes a different kind of strength. There’s a need to appear stoic, yet behind the facade, the reality in most cases is overwhelming. 

Tasked by AARP and The Ad Council to create messaging that cuts to the core of the African American caregiving experience, so we did. With Support For Your Strength we empowered caregivers by unmasking that stock image of strength, by braking through the clichés of caregiving, and getting real.