Campaign Summary Details Our “Share the Care” Initiative’S Blend of New Media and Traditional Campaign Techniques

Caring for a loved one? - 1 - I. Introduction

College students have many things on their minds, but family caregiving is usually not one of them. However, having seen our own mothers, fathers and grandparents care for family members, we understand the vital role that caregivers play in the lives of those we love. Nikki and Molly watched as their grandfathers’ health withered away, and their families bravely stepped in to alleviate the pain. As Anna’s mother experienced the heartbreaking deterioration of her mother and later her father, she sacrificed her free time, personal well-being and family life to ensure a more comfort- able lifestyle for her parents. Janna and her mother have assisted her widowed grandmother in daily activities to ensure her wellbeing for the past nine years. Kaitlyn’s family grew to include close friends when they opened their home to her mother’s best friend and family during her fierce battle with cancer.

Coming into this project, we understood that caregiving is more than just a label – it’s a way of life. It requires sacrifice, bravery and persistence. Caregivers need more than just a pat on the back; they need quality resources and valuable advice. Recognizing this need, we built our campaign to provide caregivers with practical and easily-accessible information that would help them navigate the intricate network of local community services and national resources.

II. Executive Summary

Each day, nearly 11,000 residents in Athens-Clarke County balance their professional, social and personal lives while caring for a chronically ill or aging loved one. However, without sufficient information about community and national support, they may face it alone. The mission of the 2007 UGA Bateman Team’s “Share the Care” campaign is to bring both local and national information and resources to caregivers in Athens.

To familiarize ourselves with many of the general issues associated with caregiving, we conducted a thorough literature review which included state reports and self-help books. We conducted personal interviews with current and former caregivers in Georgia and South Carolina to understand common challenges faced by caregivers. Knowing that caregivers in Athens have special needs and face particular issues, we then interviewed current and former caregivers throughout Athens-Clarke County. We also interviewed caregiving specialists in the community to better understand the support services offered in Athens, as well as shared concerns local caregivers have. Our research led us to the conclusion that many caregivers in Athens are unaware of the number of resources available to them, so we streamlined this information by creating a local version of the familycaregiving101.org Web site, uga.edu/athensfc101. Finally, we created and administered a survey to more than 75 caregivers concerning their Internet usage and behaviors, then used this feedback to tailor our Web site to their unique needs and interests.

Our impact throughout the community was immediate and easily measurable. We hosted a family caregiving resource fair which allowed us to reach more than 25 caregivers by providing them with access to 20 local caregiving service providers. Over the course of our campaign, our community FC101 Web site registered more than 1,000 hits. Our campaign incorporated our local caregiving Web site with the client’s national Web site to provide caregivers with important national research and services, as well as crucial caregiving resources located in Athens.

In order to connect directly with caregivers in Athens, we had to address a very important issue – the unique demo- graphics of Athens-Clarke County, which is the fifth poorest county in the nation. Many people in this group do not have access to traditional print media or new media, including the Internet. As students, we attempted to understand the differences between our consumption of information and theirs. In doing so, we tailored many of our efforts to inform them about caregiving issues and our caregiving fair.

Throughout the month of February, we informed community members about potential physical and mental issues associated with caring for a loved one. Additionally, we provided caregivers with information about existing caregiving resources in the area, helping them understand that assistance is readily available for them. The complete campaign summary details our “Share the Care” initiative’s blend of new media and traditional campaign techniques. The biggest health risk COULD BE TO YOU. Caring for a loved one? - 2 - III. Situation Analysis

Familycaregiving101.org One in five Americans provides daily care for a chronically ill or aging adult, but most do not view themselves as caregivers.

In October 2004, the National Family Caregivers Association and the National Alliance for Caregiving launched Family Caregiving: It’s not all up to you!, part of a national public education policy sponsored by Eisai. The centerpiece of the campaign is the Web site, familycaregiving101.org. The site caters to the varying schedules of caregivers, offering around-the-clock access to vital information

Family Caregiving 101 was developed to encourage family caregivers to acknowledge their role and seek available assistance. In addition to providing information, FC101 works to raise awareness of the nationwide issue of caregiving.

Athens, Ga. While Athens, Ga. has a population of more than 150,000, almost 34,000 of these residents are University of Georgia students. The UGA Bateman Team estimates that potentially 11,000 people in Athens are caregivers. Because the population contains such a large proportion of young adults, the percentage of caregivers in Athens (13.6 percent) remains lower than the national average of 20 percent. The Athens caregiving population contains two prominent subsets that must be addressed individually: the University-affiliated population and the substantial minority population.

The first group includes UGA faculty and staff. Approximately 15 percent of residents in Athens-Clarke County work for UGA, making this group a substantial subset of the population. The second group consists of lower income minori- ties, specifically blacks and Hispanics. These two minority groups comprise 33.8 percent of the population, but lifestyle differences require two unique communication strategies.

Local Caregiving Resources After the UGA Bateman Team began meeting with local caregiving professionals, the lack of organization among the different care providers became apparent.

While most caregiving professionals are aware of other local services within the field, Athens has no unified, streamlined list of resources that caregivers can easily access to find necessary support and services. With more than 20 organizations that cater to caregivers, Athens offers a wealth of information and services, but it is challenging for caregivers to discover these resources on their own.

IV. Research

Secondary Research Our secondary research provided us with invaluable insight into key issues associated with caregiving in general, as well as key concerns faced by caregivers in Georgia, specifically. We used the insights gained through our literature review to develop our campaign goals. The research pointed out three main areas of concerns for those caring for loved ones 1. Services/Getting Help • Results from focus group discussions (Olson) with caregivers in Georgia demonstrated a sense of confusion concerning responsibility. • One of the major concerns of many focus group participants was the lack of organization among caregiving resources. Many responded that resources were difficult to uncover in their communities. One caregiver explained: “You have to be a very aggressive person to dig out all this information” (p. 27). 2. Physical/Emotional Issues & Challenges • Professionals recognize exhaustion and burnout, fueled by over-zealousness and lack of attention to oneself, as the most common physical effects of caregiving. The biggest health risk COULD BE TO YOU. Caring for a loved one? - 3 - • The most common emotional issues associated with caregiving include: social isolation, strain, guilt and feelings of helplessness and hopelessness, frustration and anger (Olson). • Specialists also cite a “traumatic, disorienting role reversal” (Olson) as a key contributor to mental distress among adult children caring for their aging parents. • Caregiving While Working • Sixty-four percent of caregivers work, 52 percent of whom work full-time (Olson).

Secondary research also provided us with general statistics about caregivers and the impact of caregiving that we used to fully understand and define our key publics. • Families provide between 80 and 90 percent of all long-term care in the U.S. • According to the American Academy of Actuaries, nearly 65 percent of non-institutionalized older adults depend solely on family and friends for assistance (Olson). • Georgia Trend in Population, Ages 65+ (p. 10): Graph illustrates the tremendous jump in the number of individuals ages 65+ between 1970 and 2010. Researchers estimate that 10.52 percent of the population of Georgia (911,169 Georgians) will be older than 65 years by 2010.5

The secondary research on caregiving led us to a few important conclusions around which to build our campaign goals. • Caregivers have difficulty finding all of the available resources in their communities. Therefore, we must develop a streamlined way to present them this information. • Caregivers must be aware of the signs and danger of burnout, exhaustion, social isolation and countless other mental and physical signs of distress. • Reaching out to caregivers requires special planning. We must offer them numerous ways to access information and resources, allowing them to choose the most appropriate means for their varying schedules.

In addition to our research into caregivers and issues they face, we performed secondary research into the new media technique of search engine optimization, the concept of modifying a Web site to improve its ranking in search engine results. SEO is a very popular method used by Web site owners to increase their online presence. • The advantages of SEO are abundant, the primary being the ability to reach more Internet users with a Web site. Seventy-five percent of people using search engines use Google and Yahoo!, making them the most important to target. • There are several quick and easy ways to incorporate SEO techniques into a Web site during the concept and design phases. • Web site content should reflect key words associated with a site’s topic. The more often the key words ap- pear throughout the site, the more easily a search engine will be able to locate the site. • Site design should be simple and clean, as many search engines are not sophisticated enough to navigate through frames, CGI scripts and other modern aspects. • Web sites with fewer HTML errors are more easily searched by engines. • Increasing the presence of the site on other Web sites will improve its search engine ranking.

We used this research into SEO to alter our experimental caregiving Web site to test the potential of familycaregiv- ing101.org to improve its online presence among caregivers using the Internet for support. The biggest health risk COULD BE TO YOU. Caring for a loved one? - 4 - Primary Research In order to gather first-hand information to assist with our campaign efforts, we distributed surveys to caregivers and also conducted personal interviews. The survey consisted of questions focusing on how caregivers use the Internet to assist them. We gathered surveys from individuals at local doctors’ offices, caregiver support groups, assisted living facilities and responses to our ad in the local newspaper. In addition, we performed in-depth interviews with local caregivers and caregiving professionals, giving us valuable insight into the minds of caregivers.

Survey statistics Based on our survey results, we felt that creating a Web site was the most effective way to reach our diverse population. • 58 percent of men and 65 percent of women use the Internet for information on caregiving • Men are twice as likely to respond that they sometimes are a caregiver • 65 percent of caregivers use the Internet for caregiving information • 77 percent of caregivers use the Internet at least once a day • 70 percent of people that are sometimes caregivers use the Internet at least once a day • 60 percent of caregivers are between 40-59 years old • Regardless of ethnicity, at least 60 percent of respondents will use or have used the Internet for caregiving

Have used or will use internet for caregiving

80% 70% 60% 50% Have used or will use 40% internet for caregiving 30% 20% 10% 0% High School S om e College G raduate Diplom a College Degree

Survey Key Term Results We asked survey respondents to list terms they would use in Internet searches for caregiving information. The top five terms in descending popularity were: caregiving, Alzheimer’s, eldercare, homecare and aging.

Interviews • Having a job while traveling every weekend to take care of my mother was extremely draining. I aged 15 years. It was extremely hard to manage two households. I felt like I was leading double lives. – Peggy Har- rison, current caregiver • The life of a caregiver often revolves around a person. Their life is second. How do they get a break and relax? Doing anything for yourself often makes you feel guilty. – Dr. Carolina Acosta-Alzuru, former caregiver • You have to accept limitations. Everything will not be easy, and sometimes there are just situations you can’t fix. It’s difficult for caregivers to accept that they may not be able to juggle everything and care for their loved one in all the ways that they need; however, there are situations in which caregivers are powerless and can no longer continue to care for their loved ones. – Dr. Betty Jones, former caregiver • For some people, a Web site is a great way to provide information about support and resources concerning caregiving; however, most of the people in your target age group do not rely on the Internet for things such as caregiving. They would rather talk with someone in person. – Eve Anthony, Athens Adult Day Care

The biggest health risk COULD BE TO YOU. Caring for a loved one? - 5 - V. Target Audiences

The effects of caregiving are not limited to any one group of people; caregivers themselves, as well as their families and friends, are affected by this great task. Keeping this in mind, our “Share the Care” caregiving awareness initiative reached out to two primary and two secondary audiences with vital information for caregivers and those who support them.

Primary Audiences Caregivers Many of our campaign efforts were focused on caregivers. Primary and secondary research showed us that many caregivers are extremely unaware of the myriad of resources at their disposal to help them deal with the impact of caregiving on their physical and mental well-being. Our campaign directly reached out to caregivers in our community teaching them about both the national and local resources available at their fingertips to support them through their caregiving experience.

According to the 2005 Georgia County Guide, 18.9 percent of the population in Athens-Clarke County lives below the poverty line, making it one of the poorest counties in the nation. In response to this unique demographic make- up, we had to create special tactics to reach this population that is not responsive to traditional media. These efforts included posting fliers at community centers, on the Athens Transit bus system, and at the Athens-Clarke County Public Library. We also placed fliers in local pharmacies that reach a broad spectrum of people.

Employing more than 9,800 faculty and staff, the University of Georgia is the largest employer in the county. Many of these employees live well above the poverty line and are very aware of local media outlets and often access the Internet multiple times a day. The establishments that are popular among UGA faculty and staff differ greatly from the first group, so we utilized different ways to reach them, including e-mail and newspaper articles.

Families and Friends Caregivers often turn to their families and friends for emotional support. Secondary research showed us that the majority of people know at least one person caring for a loved one. Keeping this in mind, we included the student body in our efforts, hoping that our information could help caregivers that they know. We reached out to various student groups, including sororities and PRSSA, with e-mails and announcements. We directed them to the national FC101 Web site so that they would become educated on the key issues associated with caregiving, as well as share the address with the caregivers that they know. In addition, we directed local residents to our Athens FC101 Web site to gain access to more local resources and information.

Secondary Audiences Local Media Because caregiving is a prominent and underreported issue, we targeted local media with information about family caregiving in general. In addition, we sent public service announcements and press releases about our family caregiving fair to local electronic and print media.

Community Resources Through primary and secondary research, we discovered many local services and organizations to help family caregivers. However, most Athens caregivers are unaware of these groups. To address this challenge, we attempted to coordinate with these resources to expand our campaign’s reach. We also shared the mission and goals of FC101 with these local resources to make FC101 a viable community resource for caregivers. We used our community con- tacts to plan and execute our event, and we included these community resources on our local Web site to inform caregivers to their existence.

The biggest health risk COULD BE TO YOU. Caring for a loved one? - 6 - VI. Campaign Outline

Goal 1: Streamline local and national resources to reflect the needs of caregivers in our community. Objective 1a: To localize the efforts of the FC101 Web site. Tactics • Create a Web site that includes information about FC101, a local caregiving event calendar, a local resource guide, links to news articles about caregiving and a link to the FC101 discussion board. Objective 1b: To improve the prominence and accessibility of the FC101 Web site through SEO. Tactics • Research common Internet search terms used by caregivers in Athens. • Experiment with SEO to modify the Athens FC101 Web site according to the survey’s terminology results. • Use our results to make recommendations for FC101.

Goal 2: Educate Athens area caregivers about the key challenges and concerns associated with family caregiving. Objective 2a: To educate at least 10,000 people about the principle issues associated with family caregiving during the months of February and March 2007. Tactics • Pitch a local radio station that appeals to our target audience to feature a local caregiver, Helene Schwartz. • Gather caregiving advice and tips from University of Georgia faculty and staff to feature in campus-wide publication for them. • Send a feature press release to local print media outlets that reach our target audience. Objective 2b: To facilitate one-on-one contact between 25 caregivers and 15 vendors. Tactics • To host a “Share the Care” family caregiving fair during the month of February, offering Athens area caregivers an opportunity to learn about community resources. • Invite community service providers to provide educational information to caregivers. • Facilitate a panel discussion to promote dialogue of caregiving experiences. Objective 2c: To educate 5,000 people about the resources available at familycaregiving101.org. Tactics • Include the Web site address in all promotional materials, such as fliers, magnets and bookmarks. • Include the Web site address in all press materials. • Set up an informational booth to educate fair attendees about the initiatives of Family Caregiving 101. • Provide computers at the fair for demonstration to inform guests of the useful and educational support tools provided by FC101.

Goal 3: Inform Athens area caregivers of local and national resources available. Objective 3a: To create a place for at least 750 people to gather information about local resources. Tactics • Host a “Share the Care” family caregiving fair to connect caregivers with more than 10 local resources. • Include a “Local Resources” tab on our local Web site that consolidates the services available to the Athens community. Objective 3b: To collaborate with four existing local resources and organizations in the Athens community to extend the reach of our campaign. Tactics • Place announcements in bulletins and post fliers to inform religious groups throughout the area about our event and Web site. • Send invitations and information about our campaign and event to civic clubs and organizations including the Rotary and Lions Clubs. • Attend local support groups to make announcements about the Web site and event. • Send a mass e-mail to UGA faculty and staff explaining the event, Web site and other initiatives.

The biggest health risk COULD BE TO YOU. Caring for a loved one? - 7 - • Send a mass e-mail to campus organizations to inform families about the event and main issues sur- rounding family caregiving. • Partner with local caregiving services, including the Athens Community Council on Aging and Athens Regional Medical Center. Objective 3c: To expose at least 25,000 people to promotional items with information about uga.edu/athensfc101. Tactics • Distribute fliers to local businesses and public transportation systems. • Give magnets and bags printed with the FC101 logo and uga.edu/athensFC101 Web site to everyone who attends the caregiving fair. • Distribute bookmarks at the Athens-Clarke County Public Library. • Include fliers in pharmacy bags. • Attach Athens FC101 stickers to coffee cup sleeves at a local coffee shop. Objective 3d: To use online media to provide 50,000 people with information about local caregiving resources. Tactics • Publish event information and a “Tips for Caregivers” feature on the Columns Web site. • Feature familycaregiving101.org and event information on the University of Georgia home page. • Feature familycaregiving101.org and event information on the Grady College of Journalism and Mass Communication home page. • Link to familycaregiving101.org in personal blogs.

Goal 4: Encourage action among caregivers to identify themselves as caregivers and to seek information and assistance. Objective 4a: To have at least 25 caregivers attend the “Share the Care” family caregiving fair. Tactics • Distribute event publicity fliers to local businesses, public transportation services, caregiving services and medical facilities. • Promote the event on our local Web site • Inform local media of the event. Objective 4b: To drive at least 250 people to familycaregiving101.org to find information about caregiving. Tactics • Include a link to familycaregiving101.org on each page of uga.edu/athensfc101. • Include a summary of the mission and goals of FC101 to encourage users to visit familycaregiving101. org. • Include the Web site address on all promotional materials. • Place the Web site address within all press releases and collateral. • Create an informational e-mail to send to local civic organizations and religious groups with the Athens • • FC101 and the national FC101 Web site addresses.

VII. Results

Goal 1: Streamline local and national resources to reflect the needs of caregivers in our community. Objective 1a: To localize the efforts of the FC101 Web site. Outcome: Achieved • The Athens FC101 Web site featured a contact list for 63 local caregiving resources and services. In addition, it included a monthly calendar of caregiving related events. Objective 1b: To improve the prominence and accessibility of the FC101 Web site through search engine optimization techniques. Outcome: Pending • SEO takes approximately three months to be fully realized.

The biggest health risk COULD BE TO YOU. Caring for a loved one? - 8 - Goal 2: Educate Athens area caregivers about the key challenges and concerns associated with family caregiving. Objective 2a: To educate at least 10,000 people about the principle issues associated with family caregiving during the months of February and March 2007. Outcome: Exceeded • We obtained an interview on the Barbara Dooley radio show with Helene Schwartz, Executive Director of the Athens Regional Foundation and former caregiver. The interview lasted approximately 10 minutes and covered general caregiving concerns and the upcoming fair. Due to privacy concerns, representatives from the radio station were unable to release exact listening figures, but producers confirmed that the show is one of the most popular among listeners age 35 and older. • We wrote an informational article that was published in Columns, a UGA faculty and staff newspaper with 11,000 readers. Objective 2b: To facilitate one-on-one contact between 25 caregivers and 15 vendors. Outcome: Exceeded • We hosted a “Share the Care” family caregiving fair. • Eighteen service providers attended and more than 25 caregivers visited to receive information from vendors. • Bateman team members facilitated a discussion panel to kick off the fair. • Attendees represented the diversity of Athens with a mixture of ages, ethnicities and gender. Objective 2c: To educate 5,000 people about the resources available at familycaregiving101.org. Outcome: Exceeded • We included the Athens FC101 Web address on more than 5,000 promotional items which we distributed throughout the community. • We placed the Athens FC101 Web address on PSAs published in the Athens Banner-Herald. Additionally, we included the address in event press releases published in the Athens Banner-Herald and the Flagpole. •We placed the Athens FC101 Web address on an event press release that was broadcast on WGAU-AM and WXAG-AM. • The Bateman team hosted an informational booth about FC101 at the fair, reaching more than 50 people.

Goal 3: Inform Athens area caregivers of local and national resources available. Objective 3a: To create a place for at least 750 people to gather information about local resources. Outcome: Exceeded • The caregiving resource fair featured representatives from 18 local resources who met with 28 fair attendees to answer questions and provide information. • According to Web counter results, 1,084 users accessed the Athens FC101 Web site to gather information about local caregiving resources. Objective 3b: To collaborate with more than five existing local resources and organizations to extend the reach of our campaign. Outcome: Exceeded • We visited nine churches throughout the community and gave them fliers to share with their congregations. • We sent information about our event and FC101 to 15 local civic organizations. • We included information about FC101 on mass e-mails sent to the Division of Student Affairs listserv (which reaches more than 450 UGA faculty and staff) and to student clubs and organizations (reaching approximately 1,000 University students). • We visited two Alzheimer’s support groups to share information about our campaign and FC101 with more than 15 caregivers. • We worked with five primary community caregiving resources to plan our event and reach out to potential attendees: Athens Regional Medical Center, Athens Community Council on Aging, Northeast Georgia Area Agency on Aging, CareNet and Milledge Avenue Baptist Church.

The biggest health risk COULD BE TO YOU. Caring for a loved one? - 9 -

Objective 3c: To expose at least 25,000 people to promotional items with information about uga.edu/athensfc101. Outcome: Exceeded • We displayed informational posters on Athens Transit buses, whose ridership was approximately 65,000 people. • We distributed 11” x 17” fliers to 35 Athens businesses that our target audiences were likely to frequent. • We handed out more than 400 quarter-page fliers at local businesses catering to our target audiences. • We handed out more than 40 business card magnets. • We placed 200 mini fliers in local pharmacies to be distributed in prescription bags. • We placed 50 bookmarks in the Athens-Clarke County Public Library. • Yellow Cup Café distributed 50 promotional coffee sleeves. Objective 3d: To use online media to provide 50,000 people with information about local caregiving resources. Outcome: Exceeded • The University of Georgia Web site home page featured our event information and a link to the FC101 Web site the day prior to our event. The UGA home page averages 70,000 hits per day. In addition, our event was placed on the UGA Master Calendar for the month of February, which is viewed approximately 35,000 times per day. • The Grady College of Journalism and Mass Communication Web site home page featured an article about FC101 and the Bateman team for three days. The home page garnered approximately 1,150 hits for the three days we were featured. • Our Columns article was also placed in the Columns online issue, which is viewed an average of 900 times per weekly issue. • Three Bateman team members, as well as the Bateman advisor, wrote about FC101 and our campaign initiatives on personal blogs.

Goal 4: Encourage action among caregivers to identify themselves as caregivers and to seek information and assistance. Objective 4a: To have at least 25 caregivers attend the “Share the Care” family caregiving fair. Outcome: Exceeded • Our thorough media and publicity efforts resulted in 28 attendees for our family caregiving fair. Service providers remarked that this was a strong turnout for such a specific interest event. Objective 4b: To drive at least 250 people to familycaregiving101.org to find information on caregiving. Outcome: Exceeded • According to results from FC101 Web tracking, our efforts drove 295 visitors to the FC101 Web site through the month of February. In addition, 624 first-time visitors accessed the Athens FC101 Web site.

VIII. Event Summary

The primary event for the “Share the Care” initiative was a family caregiving fair. Held Feb. 17, 2007 at Milledge Ave- nue Baptist Church, the event was a resource fair for local family caregivers to learn about the many services available to them. The event began with a panel discussion facilitated by caregivers and professionals. After the panel, attendees met with representatives from community service providers. During the event, students from the Medical College of Georgia gave health screenings. The biggest health risk COULD BE TO YOU. Caring for a loved one? - 10 - Media A press release and PSA announcing the event was sent to local media outlets including the Athens Banner-Herald, WXAG-AM and the Flagpole, as well as to civic clubs and churches. The featured caregiver of the “Share the Care” initiative, Helene Schwartz, was also interviewed on the Barbara Dooley radio show on WGAU-AM. An article ap- peared in Columns, the UGA faculty and staff newspaper, giving tips and information about caregiving. The event was featured in the Flagpole’s “Out There” calendar section, the Athens Banner-Herald’s “Today’s Best Bets” section, the UGA home page, the Grady College of Journalism and Mass Communication’s home page, the UGA master calendar, WXAG-AM, church bulletins and newsletters and a mass e-mail to 450 UGA employees through the Division of Student Affairs.

Events Promotions Fliers were placed in many area locations, including restaurants, stores, pharmacies and community centers. Fliers were also sent to local chapters of civic clubs and organizations, such as Kiwanis and Rotary. Informational posters were placed on Athens Transit buses. Yellow Cup Café distributed coffee sleeves featuring details about the caregiving fair.

Feedback Attendees left the following comments in a comment book when they were leaving the event: • “A very good fair – you point the way to services I didn’t know existed!” • “I feel better about what resources are available already! Thank you so much!”

All service and organization representatives were sent an evaluation after the event regarding their experiences. Some of the comments include: • “Caregivers received much needed information reinforcement on multiple levels.” • “I was pleased with the participation during the panel presentation. The speakers were excellent.”

IX. Conclusion

Before the beginning of our “Share the Care” initiative, most caregivers in Athens were unaware of the many resources available to help them cope with the rewarding yet challenging duty of caring for a loved one. We focused our campaign on the idea that while caregiving is difficult, finding helpful resources should not be.

After our efforts, nearly 1,000 people affected by caregiving had actively pursued more information to improve their caregiving experience. We also used our campaign to discover better ways for FC101 to connect with caregivers and their families.

Our initiative made a lasting impression on the Athens community, allowing caregivers to embrace their important role while realizing that finding helpful resources can be easy. We worked to convey the message that caregivers, families and service providers should network to share the care. Because of our personal experiences with caregiving, we felt compelled to focus our campaign on providing caregivers with the information they desperately need.

The biggest health risk COULD BE TO YOU.