Statewide Caregiver Engagement Campaign

Proposal Presented for the Master Plan for Aging (#42)

Disclaimer

Throughout the MPA process, more than 100 proposals were developed thanks in particular to thousands of hours of work by external stakeholders and members of the public. These proposals and the MPA Council commentary are being submitted to the Governor and shared with policymakers and the public to inform policymaking. These proposals represent a starting point for discussion. Further discussion is necessary between relevant state agencies and stakeholders to both refine these proposals and assess which may be appropriate to adopt and implement.

 

Summary

Expand the Any Care Counts – NY (ACC-NY) campaign statewide to include the development of engagement kits, training on community access points for obtaining, education and a website for continued engagement of the caregiving population.

 

Justification

There is a huge disconnect between caregivers and the available resources from which they could benefit, contributing to a lack of caregivers who are able to self-identify. Providing a unified approach to caregiver education, including social media campaigns, community engagement tool kits, and using the story telling process will allow for an increase in caregiver engagement and better supported caregivers.

 

Full Proposal

Expand the ACC-NY campaign statewide. ACC-NY is an existing public/private partnership between NYSOFA and ARCHANGELS (with funding from additional sources such as the Ralph C. Wilson Jr. Foundation and the Association on Aging-NY) that aligns with the proposal for an awareness campaign as outlined in the 2022 National Strategy to Support Family Caregivers via the Recognize, Assist, Include, Support, and Engage (RAISE) Act.  Specifically, it is recommended that the expansion of Any Care Counts-NY include the following activities:

  • Continue the ARCHANGELS ACC-NY social media campaign across the state – targeted at unpaid caregivers (anyone caring for a family member, friend, or neighbor). Depending on the channel, up to 10% - 40% of caregivers who find out if they are ‘in the red’, ‘yellow’ or ‘green’ through the Caregiver Intensity IndexTM (CII) (ARCHANGELS' proprietary caregiver validation tool) explore resources designed to reduce the intensity, such as those funded by NY State. Caregivers who are engaged by Any Care Counts initiatives and know their own Caregiver Intensity Score engage at significantly higher rates (ranging from 25%-98% increase in engagement in resources).  Engage ARCHANGELS to customize and maintain (quarterly updates) its ACC-NY engagement kit to provide each local AAA with content to engage local partners in reaching caregivers in the community.
  • Engage ARCHANGELS to create an engagement kit for community access points including faith-based organizations, healthcare organizations, retail establishments, and other community hubs.
  • Engage ARCHANGELS to customize and maintain (quarterly updates) its ACC-NY engagement kit to provide all employers in NY state with engagement content by channel, including emails to employees, intranet content, ‘Care Cards’ to distribute to onsite employees, and website content for each employer.
  • Engage ARCHANGELS to customize and maintain (quarterly updates) its ACC-NY engagement kit to provide all employers in NY state with engagement content by channel, including emails to employees, intranet content, ‘Care Cards’ to distribute to onsite employees, and website content for each employer.
  • Engage PR and communications partners to create a story gathering and storytelling process as part of statewide awareness activities (e.g., media outreach; publication/media content creation) that will be distributed by the Association on Aging-NY and ARCHANGELS through an ACC-NY story and insights platform maintained by ARCHANGELS. 

 

 

MPA Council Commentary

This proposal is categorized as near-term. Expansion of the ACC-NY partnership may require State funding which would be subject to the annual budget process and the availability of resources. Additional engagement of ARCHANGELS for the development of new materials may require issuance of a Request for Proposals (RFP).