The goal of this short-form social video was to spotlight an often-overlooked group: family caregivers. A recent AARP report reveals there are 63 million family caregivers in the U.S., a figure that has increased by nearly 50% in the past decade. Our video aimed to tell an emotional story that educates the public and elevates caregiving as a crucial issue requiring empathy and action.
We partnered with actors Seth Rogen and Lauren Miller Rogen to share their deeply personal caregiving journey. They recently produced a short film, “Taking Care,” which portrays Lauren’s late mother’s battle with early-onset Alzheimer’s disease. This experience inspired them to create Hilarity for Charity, a nonprofit organization dedicated to funding Alzheimer’s research. Their advocacy for family caregivers and those impacted by Alzheimer’s has become a central focus of their work.
By featuring their film, charity and personal experiences, we aimed to humanize a complex issue, strengthen support for caregivers, and educate a wider audience about this underserved community.
AARP is committed to enhancing the lives of caregivers by raising awareness of their challenges through advocacy and providing valuable resources. By showcasing the Rogens' story and promoting caregiving awareness initiatives, we sought to cultivate a deeper understanding of the vital role caregivers play in our society. Utilizing AARP’s social media platforms, we aimed to amplify the Rogens’ efforts in increasing caregiving awareness.
To bring this project to life, AARP partnered with Seth Rogen and Lauren Miller Rogen to create a compelling social media video centered around their personal caregiving journey and their documentary film, Taking Care. Our goal was to emotionally connect viewers with the realities of caregiving, amplify the Rogens’ advocacy through their nonprofit Hilarity for Charity, and further AARP’s mission to support the nation’s growing population of family caregivers.
We started with a creative strategy that blended documentary storytelling with intimate access to the Rogens. The project featured a sit-down interview with the couple, filmed in a clean, cinematic style that evoked both vulnerability and warmth. We complemented this interview footage with archival videos and personal photos from their documentary to add authenticity and depth to the narrative.
One of the most emotionally powerful moments in the video came from footage Lauren recorded in 2008, showing her mother, who had early-onset Alzheimer’s, wandering and closing doors in confusion. This raw moment, combined with Lauren’s on-camera retelling of her emotions at the time illustrated the realities of dementia that words alone could not capture.
Our approach was unique in that it offered a rare behind-the-scenes look at how public figures personally navigate caregiving. By focusing on their humanity rather than their celebrity status, we presented a story that millions of caregivers, young or old, famous or not, could relate to.
Once the core video was complete, we developed a distribution plan that included short clips optimized for social media platforms like Instagram and Facebook. These clips highlighted key soundbites and emotional moments to encourage sharing and broaden the video's reach. We collaborated closely with the Rogens’ team to cross-promote all content through their personal social channels and Hilarity for Charity, which significantly extended the content’s impact.
Through this authentic and emotionally driven video, we raised awareness for caregiving and Alzheimer’s support while showcasing how social media can foster empathy and action. This project reaffirmed AARP’s commitment to using storytelling as a powerful tool for change, particularly when partnering with voices that can help break the silence surrounding life's most difficult yet universal challenges.
Lauren and Seth Rogen Spotlight: Caregiving in New Film was featured on AARP.org, YouTube, and Facebook and garnered over 435k views. Shorter derivative videos were shared across AARP’s social media channels, collectively earning more than 10 million views, amplifying awareness of caregiving challenges and connecting with millions of people regarding Alzheimer’s.
Here are user comments from the Facebook post that shows how audiences connected with our video of the Rogens’ caregiving journey:
“It is definitely too much for someone to deal with. It is especially hard for someone that doesn't have the resources or funds. Thanks for making this film.”
“Good for you to use your celebrity voice to bring awareness to this sad disease. It affects not only the person dealing with the disease, but often anyone surrounding your life as well. Sad to have to watch a loved one go thru this experience. Very sorry for the loss of your mum. 💐”
“So brave of them to show their journey, the vulnerability living in it and the enormities of the disease. I took care of both my in-laws diagnosed with dementia until they passed while my own mother’s Alzheimer’s progressed and ultimately passed 3 months ago. Attention needs to be focused here to save people, our generation and our children’s from the devastation of this disease.”
