EVERY STEP OF
THE WAY
AARP
TV
Film
Digital
Services
We produced this award-winning documentary film to raise awareness of the demands and complexities of the family caregiver role to help Latinos prepare and learn about resources available to them. “Cada paso del camino” (Every Step of the Way) tells the story of five Hispanic caregivers and explores the challenges they face, culminating with the story of Spanish-language TV personality, Marco Antonio Regil.
The film offers tips on how to best meet the demands of the role and explores the cultural beliefs, norms and behaviors that cause them to place less priority
on their own needs in order to
provide care for their loved ones.
Our earned media campaign to promote the film launched with an exclusive story on Spanish-language media’s top-ranked morning show, Univision’s Despierta América, followed by a media tour that included hits on Telemundo’s Un Nuevo Día, People En Español’s digital platform, and two full screenings on Spanish-language television networks, Azteca América and EstrellaTV.
Earned media impressions:
500 million
including 110 million from the two TV broadcasts. The film generated over 180,000 views on AARP’s YouTube channel and drove a 400% increase in weekly page visits at launch. Additionally, social media content was an all-time high performer for AARP’s channels and generated an additional
9 million views, and 10.5 million engagements
(likes, clicks, comments and shares), with an average engagement rate of 25%.
