ARCHANGELS Featured in Google's “The Small Brief” with Campaign Created by Jayanta Jenkins Spotlighting Caregiving

(Boston, MA, August 19, 2026) — Unpaid caregivers are at the center of a new national campaign released today created by advertising icon Jayanta Jenkins and made possible through Google Flow, Google's AI creative studio. The campaign features ARCHANGELS, a public benefit corporation with the nation's largest and fastest-growing database of Caregiver Intensity — a dynamic measure that helps caregivers get support so they can keep caring while staying healthy and productive. The ARCHANGELS platform supports unpaid caregivers across all 50 states using a powerful combination of data and storytelling to drive self-identification, connection to resources, and measurable impact.

“What I didn't expect is what this did to me along the way,” said Jenkins. “It deepened my empathy for caregivers, and it let me see myself, as a parent, as a caregiver. I'm deeply grateful for that.”

The campaign is part of a Google initiative, ‘The Small Brief’: featuring three advertising legends each highlighting their favorite small business. Jenkins has spent his career building some of the most recognizable brands in the world. Here, he tells the story nobody ‘puts a jingle to’ by highlighting ARCHANGELS and how they are changing the caregiving narrative at scale.

The campaign points to archangels.me, where anyone can get their Intensity Score in under two minutes. The Caregiver Intensity Index® is a validated tool designed for individuals and scalable across entire populations. It measures what an unpaid caregiver is experiencing in real time, assessing intensity across 12 domains, including financial pressure, mental health, and family dynamics. Their intensity score gives them something actionable: a caregiver ‘vital sign’ indicating whether someone is ‘in the clear’, ‘yellow’ or ‘red’. It also highlights what is most driving intensity, what is most reducing it, and what resources are available that can help.

Most importantly, 80% of people who don't see themselves as a caregiver do, once they get their score — turning getting your intensity score into an intervention in and of itself.

“Almost 1 in 2 of us in this country are unpaid caregivers, and most of us would never use that label,” said Alexandra Drane, Co-Founder and Chief Executive Officer of ARCHANGELS. “In our minds we're ‘just' — ‘just a son' ‘just a wife' ‘just a neighbor' — always focusing on the one we're caring for and never on ourselves.”

“And if it's one in two of us, it can be any of us,” Drane said. “It's why we worked with Jayanta to feature a less-publicized caregiving reality. If we look around our families, our friendships and our workplaces with fresh eyes, we'll see the teenager picking up meds for his great aunt, the sibling caring for an adult child with substance use disorder, or the guy two desks over caring for the love of his life through a cancer diagnosis.

Finding these caregivers, especially those who don't fit the traditional definition, and helping them feel that empowering ‘aha moment' of self-recognition, is the magic Jayanta captured on screen. His message makes that realization impossible to ignore by starting with who we see every day in the mirror.”

Making the invisible visible is the starting line for the ARCHANGELS platform — uniquely designed to focus support, galvanize action, and help employers, health systems, communities, and states turn Caregiver Intensity intelligence into better outcomes and measurable ROI.

Across the nation, this vital sign is flashing a warning. Right now, 30% of those getting their score are “in the red,” nearly four times pre-COVID levels — an impact that reverberates across families, organizations, healthcare, states, and our nation. Intensity climbs where you might expect — caring for someone with dementia, advanced illness, or at end of life — but it also climbs as we care for someone with a mental health condition, an addiction, or an ‘invisible illness' like chronic pain. And it shows up in how we self-medicate to cope (with substances like alcohol, medication, and food leading the pack).

All this intensity also shows up in what we have left to give the rest of our lives… our ability to show up for our relationships, our outside interests, and our jobs. And that matters, because 58% of unpaid caregivers are in the workforce, and countless others have left the paid workforce as a result of Caregiver Intensity.

In the Small Brief commercial, a single text on a cell phone transforms a man actively engaged in an animated meeting into someone looking for a moment's respite to process — one where the full force of every role he is carrying looks back at him. His Intensity Score gives him a way to feel seen and validated — the single most necessary step before any other change can happen.

Every score also adds to the collective picture. In aggregate, that data gives employers, health plans, health systems, and states a view of the intensity their own people are carrying — supporting population health, workforce retention and resilience, and the growing case for changing the way this nation sees and supports unpaid caregivers.

Take two minutes and see yourself. Get your Caregiver Intensity Score at archangels.me, get the words for what you've been carrying, get matched to free resources that can help, and be part of the national movement redefining how we see, honor, and support the close to one in two of us — the warrior angels serving as the invisible infrastructure of our nation.

The campaign is available now at archangels.me/the-small-brief. Beyond Google, Jenkins and ARCHANGELS, the campaign's credits include Johannes Leonardo, M ss ng P eces, MakeMake, and Perpetual Motion Music / Groove Guild.

---

###

---