Target Audiences

Based on this input from our Advisory Board, we hope to accomplish the following with our "target" audiences through our broadcast and outreach campaign:

Primary: The Family CareGiver

• Raise family awareness about long-term care issues.
• Educate about resources currently available.
• Raise awareness of need for financial preparedness.
• "You are not alone" -- Increase awareness of common threads running through many American families.
• Provide information that will help CareGivers before they face a crisis or suffer "burn out"
• Raise awareness of the importance of proper nutrition and exercise for the CareGiver.

Secondary: Community and Professional Groups:

• Facilitate the development of more public/private partnerships for CareGiving support programs.
• Mobilize the aging network to consider CareGiver needs when they are designing their programs.
• Increase the awareness of health professionals about the vital and important role CareGivers play in the care team of the older person.
• Encourage development of community CareGiver support groups.
• Inform employers about the potential benefits of building CareGiver services into their benefit packages.
• Facilitate initiation of elder-wisdom programs (mentoring, etc.).

General Public

• Educate the public about benefits of long term care.
• Increase the awareness of the general public about CareGiver and their contribution to society.
• Increase public understanding that CareGiving needs and demands will increase in the future as the population continues to age.

Wider Outreach Audiences

While we view our specific target as the "family," our research indicates that the family is surrounded by a series of ever-widening concentric circles representing other groups of people, each one of which is involved in a variety of ways, at different levels of commitment, in almost every CareGiving situation.

To ensure that our outreach ripples out from the family to touch those on the periphery, we will attempt to connect with mini-coalitions of professional and volunteers who now have -- or could have --- a hand in CareGiving.