Narrative and
Culture Change
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Care is woven into every aspect of our lives. Our culture should honor and reflect the way we care for one another. Long-established narratives in our culture make it so care is seen as a personal, private issue that families need to solve on their own. This means caregivers and people who need care are often devalued and invisible. But to solve our care needs, we need collective solutions that address our needs and invest in care at the community and government level. As a first step towards that, we need to change the way care shows up in our stories.
Outdated gender stereotypes create the assumption that care is “women’s work.”
Our nation’s legacy of slavery has directly led to the devaluing of care work in our culture and laws, resulting in care work being underpaid and underprotected.
Our society’s focus on economic output and productivity treats aging adults and disabled people as though they are “disposable” instead of valued members of our society.
Our culture embraces the idea of having to “pull yourself up by your bootstraps,” which preserves the belief that individuals and families should shoulder both the work and costs of care.
From Hollywood to art to video games, we’re changing the way our society values care. The more that our movies, TV, art, media, and video games show our very real care experiences, the more possible it is for us to imagine, demand, and create new systems of care.
Digital campaigns and in-person events designed to amplify care stories in existing film & TV projects, engaging our core audiences and bringing new communities into our vision for care.
Partnering with key industry allies to invest in a new generation of storytellers, who are making the kinds of care stories we rarely see on screen.
Groundbreaking studies on the lack of care representation — and audience demand for more — commissioned to influence Hollywood decision-makers
A Twitter and Facebook campaign inspired by the film On The Basis of Sex, spotlighting and celebrating the 16 million men providing unpaid care to an adult loved one.
A visual and oral storytelling exhibit of care and aging inspired by the experiences of Spanish-speaking and Afro-Latina caregivers who are aging in California. Premiered at CareFest 2023.
A billboard campaign featuring portraits of care workers, caregivers, disabled folks, and older adults by photographer Shayan Asgharnia, inviting people to reflect on the role of care in their lives and our society.
An art installation of miniature homes representing the care networks keeping our communities afloat, created in collaboration with the Care Can’t Wait coalition and artist Paola Mendoza.
A series of visual artworks imagining the future of care, produced in partnership with artists from The Center for Cultural Power.
An intimate cohort of arts & entertainment creatives who are helping us amplify care stories, advocate for policy change, and shift the way our society thinks about care.
