Putting Caregivers at the Center
In partnership with A Place for Mom, we elevated the voices of unpaid caregivers - helping shape internal strategy, external messaging, and a nationwide awareness campaign for National Family Caregivers Month
The Challenge
Caregiving is one of the most emotionally and financially demanding roles, but too often, caregivers' voices are left out. As part of National Family Caregivers Month, A Place for Mom partnered with Morning Light Strategy to spotlight the real experiences of unpaid caregivers for older adults. The goal: deliver data that could inform internal strategy, shape external messaging, and fuel a high-impact PR campaign.
What We Did
We conducted a national survey among over 1,000 unpaid caregivers, diving deep into emotional burden, financial strain, and perceptions of senior living. We identified core insights and emotional tensions and then packaged them for maximum utility across PR, social, and partnership outreach.
Key Insights
Caregiving is long-term, time-consuming, and often isolating.
Emotional overwhelm is common, but many feel underprepared.
Financial strain and guilt are key stressors.
Many caregivers hesitate to consider senior living due to fear and stigma.
The Impact
Morning Light Strategy delivered a topline report, strategic slide kits, and messaging guidance that helped A Place for Mom launch its #BecauseWeCare campaign. Our work fueled media outreach, social content, and long-term internal thinking about the caregiver journey.
"We're really happy with the powerful statistics we got out of this project. They helped shape our messaging for National Family Caregivers Month and beyond."
Allison Riley, Brand Manager, A Place for Mom