# -----**Administrationon Aging**

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## AGuide to Celebrating and Promoting Older Americans Month 1997

 

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******TheTheme: Caregiving: Compassion in Action************Introducing theCaregiving: Compassion in Action Logo********Promoting Caregiver and Aging NetworkResources Through Your Local Media********Reaching Caregivers Using a Print PublicService Announcement********Using a Flyer to Promote Local AgingNetwork and Caregiver Support Service****s****Conducting Special Events/ActivitiesDuring Older Americans Month ’97********Sample Pitch Letter**

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By presidential proclamation, May once againwill be celebrated as Older Americans Month in 1997. OlderAmericans Month is that special time every year when those of usat the Administration on Aging (AoA), U.S. Department of Healthand Human Services, and all of our colleagues in the agingnetwork and other aging-interest groups unite to recognize thecontributions and achievements of America’s older citizensand call attention to the issues that affect them most.

This year’s theme is Caregiving: Compassion in Action. Asthe nation’s shifting demographics begin to fulfill thepromise of an aging society, caregiving-related issues impact agrowing number of Americans of all ages with each passing day.The elements of caregiving, as related specifically to olderindividuals, are as follows:

> - Each day, as many as five million older individuals            in the U.S. are recipients of care from more than 22            million informal caregivers made up of family and            friends. Often, these caregivers are the link many            older individuals rely on to get the information and            assistance they need to live independent and            fulfilling lives outside of the formal system of            care.
- Older individuals are often caregivers themselves. It            is estimated that 12 percent of the caregiving            population is aged 65 and older. In fact, at least 20            percent of the nation’s informal caregiving            force is made up of the "young-old" (those            60 and older) serving the "old-old" (those            aged 75 and older). Moreover, almost one-third of            informal caregivers 65 and older are providing care            not for relatives, but for friends and neighbors.
- Older individuals who are grandparents and other            older relatives are more than ever before finding            themselves in the role of primary caregiver to a            child. Due to increased life expectancy and the            changing dynamics of the American family, it is            estimated that 3.7 million children currently live            with their grandparents. In over one-third of these            cases, the grandparent assumes the role of primary            caregiver. In addition, thousands of older            individuals care for younger mentally impaired and            physically challenged family members every day.

AoA has selected the caregiving issue as the focal point forthis year’s Older Americans Month promotional effort becauseit has such a tremendous impact on America’s older citizens,as well as their families and friends. This year’s OlderAmericans Month poster is designed to convey a sense ofcelebration and profound appreciation for the tremendouscontribution the nation’s caregivers make to improving thequality of life for so many. All of the other information andtools provided in this year’s promotional kit—a printpublic service announcement (PSA), caregiver resources/servicespromotional flyer and sample feature story—highlight thecaregiving issue as well. Special emphasis has been placed on theimportance of educating the public about the vital role ofcaregivers in society and informing caregivers about where theycan turn in their own communities to get the support they need,both for themselves and those they serve. By reaching out tocaregivers, who are themselves older and/or who care for thosewho are older, to acknowledge their efforts and offer themassistance wherever possible, we can improve their lives and thelives of those to whom they provide care.

If you have received Older Americans Month materials from AoAin the past, you may notice something different this year. Mostof the materials are designed not to mention Older AmericansMonth ‘97 specifically. This is because AoA recognizes thatwe need to be able to promote the caregiving issue and theresources that are available to assist and support caregivers andthose they serve, not just during Older Americans Month, but allyear long. Of course, the fact that May is Older Americans Monthprovides us with the news hook we need to grab the attention ofthe media and ask them to assist us in promoting the caregivingissue and the aging network’s resources to the public.However, providing services and information to caregivers and theolder individuals they serve is an ongoing endeavor, so a numberof the materials have been designed to be timeless in theirappeal and usefulness, including the fact sheets, print PSA andflyer. In addition, this year’s logo design is provided intwo versions, one with an Older Americans Month ‘97identification and one without. The key to this year’spromotional materials is flexibility, while the key to theirbeing used successfully—during Older Americans Month andbeyond—is your creativity. 

### ******Introducingthe Caregiving: Compassion in Action Logo**

This year’s theme, Caregiving: Compassion in Action,provides a rallying point around which all of us can cometogether to promote the aging network’s resources and thecaregiving issue during Older Americans Month and all year long.The visual identity and color scheme for the theme have beenestablished in this year’s national logo. AoA encourages youto use the logo to identify your local efforts with the nationalinitiative to acknowledge caregivers and inform them of theresources available to assist them and the older individuals theysupport. As you can see by looking at the enclosed camera-readylogo sheet, the logo has been provided for your use in a numberof sizes, with and without mention of Older Americans Month‘97. This approach is intended to provide you with theflexibility you need to use the logo on your materials during Mayand for the rest of the year, when the designation of OlderAmericans Month ‘97 would be out of date.

Black and white versions of the logo have been provided toensure easy print and photocopy reproduc-tion. If you would liketo print the logo in color, the appropriate colors have beenclearly indicated on the sheet. To have the logo printed on anyone of your publications or on your materials, take the logosheet to your local printer. Tell the printer whether the logowill be one PMS (Pantone Matching System) color, black and white,or two PMS colors. This year’s PMS colors are PMS 294 (blue)and PMS 193 (red), as indicated on the sheet.

### Promoting Caregiver and Aging Network ResourcesThrough Your Local Media

Caregiving, and the impact it has on society and olderindividuals in particular, is an issue that deserves theattention of the media, both at the national and local levels.Those of us in the aging network know that informal caregiversare at the root of our nation’s strength in meeting theeveryday needs of older persons. Often, caregivers do not labeltheir efforts as "caregiving" per se, because they viewtheir contributions to the support of a loved one not as a burdenbut as a duty performed gladly out of love and reciprocity.Therefore, they may not seek out or avail themselves of theservices and support that are available to assist them and thosefor whom they care. In fact, they may not be aware that there areservices available to assist older individuals in their owncommunities, many of which might ultimately benefit the caregiveras well as the recipient of care.

We also know that one of the greatest myths about caregivingis that it is always done by those that are younger for thosethat are older. The fact is that, as Americans are living longer,the dynamic of who is caring for whom is changing. In fact,studies suggest that as much as 35 percent of America’sinformal caregiving force is made up of the "young-old"caring for the "old-old." This percentage will onlygrow with time, as the baby boomers age and Americans as a wholelive longer than ever before. In addition, it is becoming morecommon that older individuals are finding themselves in the roleof primary caregiver to a child. As is true for all informalcaregivers, these older caregivers often go about their dailylives unassisted and unrecognized for the tremendouscontributions they make to their loved ones and society.

One of the most effective ways to enlighten caregivers and letthem know that there are resources available to support them intheir efforts is to solicit the support of your local media. Byplacing the caregiving issue in the spotlight, the media willeducate readers about the issue and inform them about the agingnetwork’s role in supporting those who provide informal careto older individuals. In addition, those who currently (or may inthe future) face a critical caregiving decision will know wherethey can turn for assistance and information. Keep in mind thatlocal community organizations, businesses and religiousinstitutions often have newsletters or bulletins that may beappropriate vehicles for promoting the caregiving issue and agingnetwork resources as well.

The feature article,"Compassion in Action: A Look atCaregiving in America," enclosed in this year’s kit isapproximately 1,160 words long. It has been written for your usein working with your local community newspaper or newsletter topromote the caregiving issue during Older Americans Month. Thearticle cites Older Americans Month as a time to educate thepublic about the caregiving issue and its impact on society andto inform caregivers that there are services available to assistthem and the older individuals they serve— right in theirown communities. It sheds light on the issue of informalcaregiving in America, explaining what constitutes caregiving, aswell as a caregiver, and dispelling the myth that olderindividuals are always being cared for rather than serving ascaregivers to others.

Your local area newspaper or newsletter, depending on its sizeand policies, may agree to publish the feature story, in part orverbatim, with you or another member of your organizationmentioned as its author. However, it is likely that the paperwill want to give the story a more local spin, enhancing it withstatistics, quotes or photographs from local sources, as well asanecdotal stories about older individuals and caregivers in yourarea. In addition, the publication will be more likely to run astory if it provides information to its readers about where theycan access resources or information on caregiving and/or agingservices in their own community. As the local contact for thepublications in your area, you will be asked to provide thisadditional information. The fact sheets in this year’s kitcan also serve as critical background information for an editor/reporter who is pursuing a caregiving-related story.

The first step in soliciting the support of the print media tocover the caregiving issue is a pitch letter. A pitch letter is awritten "proposal" to a publication asking that itpublish a story or pursue a specific story idea. Reporters andeditors get hundreds of story pitches each day, so a carefullyconstructed letter is needed to increase its chances of beingread, not thrown away. A sample pitch letter has been included inthis guide. It provides you with a framework for crafting yourown caregiving story idea pitch letter. We encourage you to usethe letter’s contents in any way you see fit, but rememberthat a pitch letter should never be longer than one page. We alsorecommend that you submit your pitch letter printed on yourorganization’s letterhead, if possible.

Another way to increase the chances that your material is readis to make certain you identify the appropriate editor/reporterat your local paper who might be interested in the caregivingstory. The caregiving story would most likely be of interest to afeatures, social issues or health journalist. Some newspapersactually have a weekly column or section aimed at providinginsight on aging-related issues. If you do not know the mostappropriate person to target with your pitch, call the newspaperand ask. Make sure to get the correct spelling of thejournalist’s name, title, mailing address and phone and faxnumbers.

At a minimum, your final package to the editor/ reportershould contain your pitch letter; the sample feature story; factsheets on caregiving-related issues, including information aboutolder citizens, aging services, caregiving and caregivers in yourarea, if possible; and a name and phone number (yours or anotherappropriate contact) for the journalist to use in obtainingfurther information for localizing the story. You can enhanceyour pitch with photographs, anecdotal stories about local areacaregivers and the individuals they help, or quotes from you orothers in the community who can speak first-hand about thecaregiving issue and the aging network’s services.

Once you have sent your package to the publication, call theeditor/reporter to follow up. Make certain you give him/herenough time to read the information— two or three days isappropriate. Remember to respect his/her deadlines. Ifyou’re uncertain about what times of day are the mostfrantic for the publication you are working with, ask yourcontact if it is a good time to talk when you call. Keep in mindthat you need to give the media a reason to work with you. Pitchan irresistible story, be prompt in providing support materialsand follow up in a timely manner. Then enjoy your success whenthe local newspaper is delivered!

### Reaching Caregivers Using a Print Public ServiceAnnouncement

Publications often will donate advertising space at no chargeto nonprofit organizations conveying a socially consciousmessage. Older Americans Month is a great time to solicit thesupport of your local area newspa-pers and newsletters orbulletins in promoting the local resources available to assistolder individuals and their caregivers. This year’spromotional kit contains a PSA slick sheet that you can use forthis very purpose, during May and all year long. Please note thatthe usage rights on the stock photograph featured in the PSA aregood for one full year beginning in May, so it can be used asmuch or as often as you like until May of 1998.

The PSA slick sheet is camera-ready, meaning it is a positiveimage that can easily be turned into a negative for printingpurposes. Because the print PSA contains graphics in addition totype, it should be reproduced exactly to size. Making it largeror smaller could distort the image. The dimensions of the printPSA are two columns by eight inches, which is a standard sizethat fits into most any newspaper. A blank space has beenprovided at the bottom between the text and the public servicetagline. This space is for your use in localizing the PSA. Itshould include the most appropriate organization and telephonecontact information for caregivers in your area or region of thecountry to call for information on the resources and servicesavailable to assist them and those they serve.

Remember, timing is critical in successfully placing a PSA.Competition for "free" space is fierce, so you need tostart working with your local publications no later than thebeginning of the month prior to the month you want placement. Themore publications you contact about placing the PSA during Mayand throughout the year, the more likely it is that one or twowill say "yes." The fact that May is Older AmericansMonth is something you should mention to encourage the newspaperto donate free space. Reach out to as many local publications asyou can to obtain their support. One camera-ready PSA slick sheetwill be all you need because a newspaper should be able tophotograph the PSA fairly quickly and return it to you so you cangive it to another publication to do the same.

To place the print PSA for Older Americans Month ‘97,begin by calling your city or community newspaper or newsletterand asking for the advertising department. If you are asked whatkind of advertising you are inquiring about, explain that you areinterested in obtaining free space for a camera-ready PSA thatinforms caregivers about where they can find resources andinformation to assist them in their efforts. Someone should beable to direct you to the correct contact person.

Tell your contact person that you have a camera-ready PSA withthe following dimensions: two columns by eight inches. Tell himor her that you would like the paper to run the PSA during themonth of May in support of Older Americans Month, and that thethrust of the ad is to recognize caregivers in your area andinform them where they can go for assistance and support forthemselves and those to whom they provide care. Don’t forgetto tell your contact a little bit about your organization and thecritical role it plays in meeting the needs of older individualsin your area. You also may want to use the information providedin this year’s fact sheets and feature story to sell yourlocal publication on the magnitude and importance of the issue.Keep in mind that your area newspaper is looking for a local spinon the stories it writes and the services it promotes, so if youhave any facts and figures on the impact that caregiving andaging network services have on the citizens in your state, countyor community, we recommend you use them to enhance your argument.

Tell the newspaper the PSA has a blank space in which you willneed to add your organization’s name and a local ortoll-free telephone number where care-givers can get moreinformation. Most local newspapers and other publications will behappy to assist you in localizing your print PSA, especially ifyou give them advance notice. To match the typeface used in thePSA, ask for Garamond Light Condensed. This is a standardtypeface that your newspaper should be able to duplicate orclosely match.

If you would like to submit the PSA to more than onepublication—and we encourage you to do so— explain thatyou have only one camera-ready ad slick sheet available. You canoffer to deliver the PSA slick sheet to the publication’soffices with the understanding that you will need it back asquickly as possible.

This year’s PSA contains a public service tagline thatgives credit to the publication for the donated space. Thetagline sends a clear message that the publication supports theefforts of AoA, the aging network and your organization inparticular, and that your organization, AoA and the publicationare partners in trying to address the needs of area seniors andthose who assist them.

### Usinga Flyer to Promote Local Aging Network and Caregiver SupportServices

This year’s promotional kit also contains an 8 1 /2"x 11" camera-ready flyer slick sheet, which we encourage youto photocopy on pastel-colored paper— for best results—and to use in promoting resources and support services thatassist older individuals and caregivers in your area. Space hasbeen provided at the bottom of the sheet for you to add yourorganization’s name and phone number. Because it is smallerthan a standard-size poster, the flyer will not take up muchspace on the bulletin board at the local library or grocerystore. Flyers can be a very effective way of getting out criticalinformation to those who need it. Think creatively about whereyou might post this information so that people who are caregiversmight see it. Here are some locations you may want to consider:

> - Schools and libraries
- Community or recreation centers
- Grocery stores
- Drug stores/mini-markets
- Shopping malls
- Banks/financial institutions
- State/county/city office buildings
- Beauty salons/barber shops
- Local businesses
- Corporate office buildings
- Book/music stores
- Restaurants
- Religious institutions
- Doctors’ offices/managed care facilities

A number of these organizations will allow you to post a flyerpromoting aging network support services and resources for olderindividuals and their caregivers, especially when you explainthat May is Older Americans Month. Posting a flyer is an easy andinexpensive way for the community to promote a ser-vice thatimpacts so many of its citizens.

### ConductingSpecial Events/Activities During Older Americans Month ’97

Holding special events/activities during Older Americans Monthis always a nice way to recognize the older Americans that weserve specifically and to let them know that we care. Theseevents/activities also provide us with the opportunity to reachout to the public and include others in what we do.

In planning a special event/activity to celebrate OlderAmericans Month, keep in mind that thorough planning is the key.Create alternative plans for inclement weather if the event willbe held outside. Most important, don’t forget to makearrangements for people with disabilities. You’ll need tomake sure your events/activities are wheelchair accessible.Depending on the size and nature of the event, you may need tosolicit the support of a volunteer interpreter for thehearing-impaired.

This list provides you with ideas for special events andactivities you may want to develop for Older Americans Month thisyear. The planning and actual steps needed to execute each ideaare up to you. You can make each of these events or activities aslarge or small in scale as you like, depending on the level ofcommunity involvement and additional resources available to you.You may want to consider collaborating on some of theseactivities with other organizations in your area. Thinkcreatively about how you can combine some of these activities formaximum impact.

> - Stage an event where a state or local government            official proclaims May 1997 as Older Americans Month            and/or presents an award to an outstanding older            individual.
- Hold an open house in your facility/office. Invite            the facility’s neighbors, local officials and            celebrities, the media and the public to join you in            an Older Americans Month celebration. Offer tours of            the facility and provide members of the media with            the opportunity to interview a number of people you            serve.
- Initiate a state-, county- or city-wide            ribbon-wearing campaign to promote Older Americans            Month ‘97. Have your staff and those you serve            pass out ribbons—perhaps striped in red, white            and blue— that can be pinned on clothing, asking            people to show their support and appreciation for            older individuals and their caregivers during May.            When selecting a ribbon color for this effort, keep            in mind that certain colors are already very closely            associated with various causes, such as red for            HIV/AIDS awareness and pink for breast cancer            awareness.
- Hold a resource fair for caregivers in your local            area to provide them with the critical information            they need to assist those that they care for and the            support they themselves need, which will ultimately            benefit those they care for as well.
- Implement a program to encourage individual            volunteers, school children, church groups or the            local animal shelter to share their pets on an            ongoing basis with the older individuals you serve.            Research has shown that older people enjoy and            respond very well to interaction with friendly and            loving animals.
- Work with social services agencies, local area school            counselors and other appropriate sources to hold a            resource fair, workshop or support group for older            individuals who are raising children. Faced with a            host of very rewarding, yet sometimes difficult            challenges, these individuals could benefit from the            support and encouragement of the aging network, as            well as from those in similar circumstances.

When promoting any event/activity and recruiting participantsor attendees, don’t forget your local newspaper ornewsletter’s community events calendar. The local media areusually very supportive of any effort to enhance awareness aboutimportant issues or meet the needs of those in the community.Make sure you call your local media contacts to inform them aboutthe date and time of your event; give them the who, what, where,when and how in writing. Ask them to list it on the communitycalendar well in advance of the actual event date, with a contactname and phone number for people to call who are interested inparticipating or attending.

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## Sample PitchLetter

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TODAY’S DATE

Mr./Ms. EDITOR/REPORTER’S NAME HERETITLEPUBLICATIONFULL STREET ADDRESS, WITH SUITE/OFFICE NUMBER IF APPLICABLECITY, STATE ZIP

Dear Mr./Ms. EDITOR/REPORTER’S LAST NAME,

By presidential proclamation, May is Older Americans Month.This year’s theme is "Caregiving: Compassion inAction." The shift in America’s demographics as thebaby boomers age, coupled with the fact that Americans are livinglonger than ever before means that caregiving issues are having atremendous impact on all of us.

Older individuals in America are affected by the caregivingissue in two primary ways. First, five million of them are therecipients of care from more than 22 million informal caregivers,who are often the link older individuals rely on to get theinformation and assistance they need to continue living at home.The citizens of (YOUR TOWN) are no exception. Just last year,(YOUR TOWN)’s (YOUR ORGANIZATION) received well over (XXXX)calls from caregivers seeking assistance and information. Second,it is estimated that 35 percent of the country’s caregivingforce is aged 65 or older, countering the perception that olderindividuals are only the recipients of care. Also worthmentioning is the fact that many older individuals who aregrandparents are—more than ever before—findingthemselves in the role of primary caregiver to a child.

Thanks to the cumulative efforts of the U.S. Department ofHealth and Human Services’ Administration on Aging, theState of (YOUR STATE) and the national aging network, of which(YOUR ORGANIZATION) is a part, there are services and resourcesin our community to which older individuals and caregivers canturn for assistance. There is no better time than during OlderAmericans Month to educate your readers about caregiving and theaging-related services available to assist them.

Enclosed is a feature story about the caregiving issue that Ihope you will read and use in one of two ways. You are welcome touse it verbatim, in whole or in part, to educate your readers.Or, you may wish to use it as a backgrounder to write your ownstory about caregiving and the impact it is having on (YOURTOWN)’s citizens. I have enclosed a number of fact sheetsthat you may find helpful as well. I also would be happy toprovide you with further information or leads on who to speak tofor quotes and information about caregiving and aging-relatedissues, or photographs that depict aging services and/orcaregiving in our community. My phone number is provided below.

Thank you for considering this story idea. I will follow upwith you in a few days by phone. Please let me know if I can beof any assistance in the meantime.

Sincerely,

 

YOUR NAMETITLEORGANIZATION NAMEPHONE NUMBER

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Hypertext conversion by Saadia Greenberg,March, 1997