WVHCA
We used TV, radio, newspaper ads and other collateral materials to help the West Virginia Health Care Association position its member facilities (nursing homes and other extended-care facilities) as places that are committed to quality care and staffed by caring professionals. We created similar campaigns for the Indiana and New York Health Care Associations.

Before starting creative development, we conducted research with nursing home residents, caregivers, and 45-55 year-olds who were facing the issue of finding appropriate extended care for their parents. Based upon our findings, we developed a theme based on the life experiences of the residents - as people who have fought wars, started businesses, and raised families.