Through this partnership, AARP aimed to elevate the voice of Jacquelyn Joyce Revere (@MomOfMyMom), a millennial caregiver who gained widespread attention for documenting her experiences as a full-time caregiver for both her grandmother and her mother, who was diagnosed with Alzheimer’s. Our goal was to amplify her story through a branded short-form profile video and a series of supporting reels designed to shine a light on the caregiving experience, and resonate with caregiving audiences, particularly within Black and millennial communities
At just 29 years old, Jacquelyn found herself navigating the overwhelming complexities of caregiving, without a roadmap. She turned to social media as both a coping mechanism and a platform for service, building an engaged community through authenticity, humor, and emotional transparency. Her journey resonated with a generation of caregivers who are often left out of traditional support systems.
Through this collaboration, we aimed to raise awareness about the emotional, financial, and physical toll that caregiving can take, while also providing recognition, validation, and access to real support. By combining Revere’s influence with AARP’s national reach, the partnership sought to achieve a clear pro-social goal: to empower caregivers—particularly in underrepresented communities—with greater visibility, solidarity, and resources to help them thrive.
As Jacquelyn shared in her own words: “Becoming a caregiver at 29 changed my life completely in every way. The task of care is all-consuming—it requires every part of you and even parts of me I didn’t know existed.”
Having partnered with Jacquelyn Joyce Revere on two influencer marketing campaigns, the AARP Social team understood the broader impact of her experience and the power of her storytelling style. They partnered with AARP Studios to produce a video shoot that authentically captured Jacquelyn’s experience in order to create short-form content aimed at connecting with caregivers, particularly millennials and Black audiences.
We believed that Jacquelyn’s story would resonate if captured authentically and intimately. To achieve this, the team designed a warm and inviting shoot environment in a cozy green room, decorated with colorful decor and soft textures to help Jacquelyn feel comfortable. This thoughtful setup encouraged openness and vulnerability, resulting in an open conversation instead of a formal interview.
We included archival footage and personal photos from Revere’s caregiving journey to enhance the emotional impact. These visual elements—moments with her mother, behind-the-scenes glimpses from her social content, and candid scenes of joy and challenge—added depth and authenticity, enabling viewers to connect more deeply with her story.
The initial piece was structured around AARP’s First Person Story series format, focusing on Jacquelyn’s voice and her narrative arc of discovery, hardship, and resilience. In addition to the main video, we created two supporting reels: one highlighting the importance of having a caregiver friend, and another offering advice specifically for Black female caregivers. These supplementary videos aimed to extend the campaign’s reach and provide practical, targeted insights.
A key part of our strategy was collaborative amplification. All three videos—the First Person Story profile and the two thematic reels—were shared using Meta’s “Collaboration” feature, with posts appearing on AARP’s Facebook and Instagram channels, AARP’s Black Community Facebook page, and on Jacquelyn’s @momofmymom accounts on Facebook and Instagram. This approach allowed us to tap into her highly engaged audience while expanding awareness among AARP’s broader national following, creating a two-way conversation that bridged communities.
This collaboration demonstrated how combining authentic storytelling with a creator’s influence can elevate pro-social messages. By merging Jacquelyn’s voice with AARP’s resources and storytelling expertise, we developed content that informed, inspired, and empowered caregivers, reminding them that their experiences are seen, valued, and shared.
The collaborative campaign between AARP and @Momofmymom garnered nearly 140,000 views and reached approximately 100,000 individuals. Together, we were able to tell a highly impactful and personal caregiving story, bring awareness to the unique challenges faced by family caregivers, and connect millennial and Black audiences with AARP through authentic and relatable content.
The video comments showed that viewers connected with Jacquelyn’s story, with many caregivers sharing similar feelings of respect, admiration, and relatable personal experiences.
“Much respect for you!!! I too was/am caregiver I was given the opportunity to care for my Uncle the last few years of his life, it was very isolating but, at the same time very rewarding. He taught me so many life lessons and how to truly love unconditionally.”
“Your’re inventing your life and choice so admirable. You are the hero that could mentor those in their hour of development and decision . Very few have that calling thanks for your story.”
“I use to watch your stories with your mother. You took good care of her🥰🥰🥰🙏🏽🙏🏽🙏🏽”
