Men represent two out of five of the more than 40 million unpaid family caregivers in the U.S., but very few reach out for support. To help male caregivers get the tools and resources they need to take care of themselves and their adult loved ones, D.C.-based AARP and the Ad Council are refreshing their Caregiver Assistance campaign and releasing their first PSAs targeting male caregivers. The PSAs direct viewers to AARP’s online Caregiving Resource Center where caregivers can access Care Guides tailored to specific topics and challenges, such as caring for a loved one with dementia, as well as other practical tips and tools.

According to a release, the PSAs celebrate this strength and re-examine what it means to be tough by featuring Danny Trejo, who is known for his “tough” persona. As Trejo shaves his face with a machete, lifts a car, and unflinchingly faces a kitchen fire, a caregiver shaves his father’s face, lifts his father from his chair, and lovingly prepares a meal – earning Trejo’s admiration as “the toughest guy on the planet.”

The PSAs include the tagline “Caregiving is tougher than tough,” underscoring the message that caregiving is a demanding job, and caregivers deserve help and support.

According to Adweek, in the campaign, “Trejo—badass star of Machete, From Dusk Till Dawn, Breaking Bad and a popular Snickers commercial—conducts various acts of mind-bending toughness. He puts out a fire on his arm just by growling at it, shaves with a machete (natch), lifts cars and knits chain mail.”

The PSAs will be distributed to more than 33,000 media outlets nationwide and will run exclusively in donated time and space, per the Ad Council’s model. They are available in TV, radio, print, outdoor and digital formats. Social media creative will also soon debut on Facebook, courtesy of Facebook’s donated media support for the Ad Council.

Since the Caregiver Assistance Campaign launched in August 2012, the campaign has received over $193.3 million in donated media and the Caregiving Resource Center has received more than 35 million visits.

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