Special needs caregiving is not typical caregiving. For employees caring for children or adults with lifelong developmental, intellectual, or chronic conditions, caregiving is often more intense, more financially disruptive, and more enduring than employers realize.
New York Life Group Benefit Solutions set out to help employers better understand what special needs caregivers are carrying every day, and how workplace benefits, leave strategies, and resources can play a more meaningful role in support.
The campaign aimed to:
Grounded in proprietary research developed with Morning Consult, the campaign translated complex caregiver insights into a clear, engaging narrative for employers, HR leaders, benefits consultants, brokers, and caregiving employees.
The strategy balanced empathy with utility. A three-part testimonial video series brought the data to life through the authentic story of a New York Life employee and her family, making the case for employer support more immediate and memorable. An interactive research hub made the findings accessible and actionable, while the Caregiving Resource Center gave employers a practical destination to better understand available resources and share support with caregiving employees.
Social, email, educational materials, thought leadership, and a sponsored podcast partnership extended the message across channels, creating a connected campaign ecosystem that moved audiences from awareness to understanding to action.
The campaign delivered above-benchmark engagement across channels, including:
Beyond performance, the campaign helped make the realities of special needs caregiving more visible to employer audiences. It elevated an under-recognized workforce issue, connected proprietary insight to real caregiver stories, and equipped employers with clearer ways to respond through benefits, leave strategies, wellbeing resources, and workplace support. What sets this campaign apart is its ability to balance compassion and practicality. It did not simply raise awareness of a deeply human issue; it gave employers actionable ways to support caregiving employees.
