As we continue to move boldly forward with our focus on aging issues, we are launching a new public service announcement (PSA) campaign featuring celebrities, kicking off with Joan and Melissa Rivers. The campaign also will features radio and print components, as well as other initiatives designed to engage the public.
This is one of the most important public education efforts we have ever initiated. Early discussions are key to helping families plan for each other’s care but too often we wait for a crisis to hit, leaving us with limited choices made under duress. We all need to take that critical first step and talk about aging care issues with our families before it’s too late – start that conversation now.
Americans are facing one of the most dramatic demographic shifts in history as a projected 71.5 million people will be age 65 or older within the next two decades. In response to the demands this will have on current health care systems, we have been conducting studies, holding panel discussions with aging experts and policy makers, and elevating the issue of how to better prepare for a loved one’s care.
Using humor to address this serious subject, this first TV PSA in the campaign features Joan Rivers and daughter, Melissa Rivers, having (or not having) a conversation about Joan’s wants and needs as she grows older. The PSA ends with the tagline: “No matter who you are, it’s not easy talking about aging,” indicating that no one is exempt from the aging process or the need to prepare for their care as they grow older. It also provides viewers with valuable information to help them address this often overlooked, but necessary discussion with their loved ones by visiting a special web page.
So please talk with your loved ones about their plans for aging with dignity – we all deserve it.