AARP and the Ad Council revived their Caregiver Assistance campaign with a PSA targeting male caregivers, to help them get the tools and resources they need to take care of themselves and their adult loved ones.

The latest evolution of the Caregiver Assistance campaign aimed to help men recognize themselves as caregivers. The PSAs directed viewers to AARP’s online Caregiving Resource Center, where caregivers could access Care Guides tailored to specific topics and challenges, such as caring for a loved one with

The PSAs celebrated that strength and re-examined what it means to be tough by featuring Danny Trejo, known for his “tough” persona. As Trejo shaved his face with a machete, lifted a car, and unflinchingly faced a kitchen fire, a caregiver shaved his father’s face, lifted his father from his chair, and lovingly prepared a meal – earning Trejo’s admiration as “the toughest guy on the planet.” The PSAs included the tagline “Caregiving is tougher than tough,” underscoring the message that caregiving is a demanding job and deserves help and support.

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