The Challenge
Today, 64% of family caregivers report experiencing emotional stress from caregiving, yet so many hesitate to seek support because they prioritize those they care for or don't recognize their own need for help. This arm of the APA Foundation's Mental Health Care Works campaign was created to help caregivers see that caring for themselves is an essential part of caring for others.
The Caregiving Campaign
Recognizing the growing mental health needs of family caregivers, the APA Foundation expanded Mental Health Care Works by launching a dedicated caregiver campaign. Through authentic, bilingual video storytelling, the campaign reflects the emotional realities of caregiving while reducing stigma and encouraging professional mental health care. Sandra's story, the initiative's first creative, helps caregivers feel seen, reduce self-stigma, and take the first step toward support.
Sandra's Story
This story represents one of the many diverse experiences family caregivers face every day. As a working caregiver balancing the demands of raising two children while caring for her aging father, her journey reflects the emotional weight, competing responsibilities, and self-sacrifice that many caregivers experience. While every caregiving story is unique, Sandra's serves as an authentic example of the challenges that can affect mental health and demonstrates that seeking professional support is an important part of caring for both yourself and those you love.
The Creative
The Message
This video series reflects just one aspect of a story we hear again and again—the sense of responsibility, the emotional weight, and the hesitation to prioritize personal well-being. Our goal is to help caregivers recognize themselves in these experiences, reduce stigma around seeking help, and reinforce that professional mental health care is effective.
The Distribution
This campaign creative was supported by a comprehensive distribution strategy that extended well beyond the video itself. The bilingual PSA was promoted through broadcast television, targeted digital and social advertising, strategic earned media, and a national media tour, creating multiple opportunities for caregivers to engage with the campaign and access trusted mental health resources.
The Reach & Impact
As part of the broader Mental Health Care Works campaign, Sandra's story contributed to an initiative that has generated more than 1.25 billion impressions, including 350,000+ PSA airings, 826 million broadcast impressions, and over $37 million in donated media value. Campaign creative has also appeared in leading publications, including the Chicago Tribune, Forbes, and more. Campaign evaluation shows that audiences exposed to Mental Health Care Works are more likely to seek professional mental health care, demonstrating the power of authentic storytelling to reduce stigma and encourage help-seeking.