Caregivers

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Keywords: social causes; injustices; social events; social awareness; non-profit organizations; charity.

Description of their identity
Caregivers are the name of a tribe that comprises a group of people who are heterogeneous in their profession but united by the same practice: their participation in social causes. Psychologists, social workers, mothers, fathers and professional entrepreneurs all position themselves from the concern for helping the most disadvantaged and their active participation in contributing to the cause(s).

Among all the profiles, unconditional dedication is what unifies the tribe. Rather than positioning themselves as experts in their domain, the members put aside their professional persona to show, first and foremost, the affective passion involved in helping others. Psychologists or social workers use their profession more to build a charitable, knowledgeable and tireless image than an expert figure.

Topics of conversation
Elements of their profession; family; social causes; injustices; social events; information about disorders; social events and social awareness.

Gender
70% Female; 30% Male.

The gender information comes from the metadata of the study conducted. It does not define the identity of the users, other genders are not excluded.

Brands who they follow/interact with (Mexico)

Sopitas; Children International México; DIF; Secretaría De Educación; Librerías Gandhi.

Brands who they follow/interact with (Global)

Garnier; Pampers; Crayola; Fisher-Price; Huggies; Target; Walmart; Kohl's, Sicologias do Brasil, Aliança Pela Infância, Instituto Fazendo História, Office of U.S. Foreign Disaster Assistance, International Federation of Red Cross, Only Human, Médecins Sans Frontières.

Related hashtags in social media
-#charity #nonprofit #donate #volunteer #volunteer #socialawareness #makeadifference-

What hurts them or causes them conflict?
The pain they present the most, implicitly, is related to the definitive solution to the problems they are fighting. Being immersed in issues that involve not only their will but complex economic and political networks, the Caregivers tribe shows between the lines their sincere desire to find the solution to the social cause they fight. They find themselves in a frustrating situation, for despite taking a heroic stance in solving cases and raising awareness of the issues, they cannot find the heroic act that will end the social problem.

What kind of stories do they consume?
The stories that significantly change the solution to problems are the most connective with this group of people. Therefore, the tribe relates to civil associations, news that demonstrates tangible results, coherent brands that show their social responsibility and counter-intuitive tips that enable minuscule changes in certain disadvantaged realities. The heroic story (along with heroic weapons) is consumed the most because it represents their archetypal figure.

Keywords for Google Ads campaigns
"child psychology piaget", "free child psychology", "child care at home", "child therapies", "baby care".

Facebook Ads Targeting:

Demographics	Interests	Behaviors
	•Hobbies and activities - Politics and social issues: Charity and causes, Social issues, Volunteering
	• Other interests: Pampers, Crayola, Fisher-Price, Huggies, Walkathon, Charitable organization, Social movement