Villa St. Francis: The Bright Sides
Assisted living facilities often suffer from a bad reputation. Elder adults see it as a loss of freedom and independence, while adult children experience guilt and anxiety over their parents golden years.
Insight: There are many positives to moving into assisted living such as leaving behind the burden of household chores and easy access to an active elder community.
Solution: By sharing "The Bright Sides” of assisted living we will spread the positive messages of assisted living in a tone that is approachable, casual, and a little cheeky. Through print ads in local newspapers, advertorial inserts, billboards around hospitals, and a shareable Facebook campaign, we will reach the audience of the adult children of parents who are reluctant candidates for assisted living.