A Place for Mom

Client: A Place for Mom

The Place for “Mom” campaign personalizes the emotional process of finding senior living for your loved one, by speaking directly to caregivers and the challenges they face. Playing off the company name, this campaign takes inspiration from real-life stories to demonstrate how A Place for Mom helps families navigate everything from memory loss and senior isolation, to urgent care needs.

This highly successful omnichannel campaign rolled out in early 2021 across broadcast, digital, social, and print media and continues to run to this day. The company announced a successful raise of $175 million in growth equity funding in January 2022 and revenue had grown by 30% in 2021.

Role: Creative Director

Responsibilities: Campaign strategy, concept development, creative and art direction, copywriting, production art direction, post-production creative

Agency: BouchezPage
Production: Burn Studios
Post-Production: Rolling Hills Post
Media: Horizon

Broadcast

"A Place for Grace" :30

"A Place for Paul" :30

"A Place for Nora" :30

"A Place for Tom" :30

"Anthem" :30

"A Place for June" :30

"A Place for Paul" :15

"A Place for Bettie" :30

Social

Print

Direct Mail

Campaign 2.0 Messaging

As the campaign entered its 3rd successful year, research encouraged us to push the broadcast TV messaging (our most successful medium) to reach beyond our core target audience. The new objective was to overcome barriers to entry within the category, and speak directly to those customers who may be skeptical of senior living and advisory services.

“The Skeptic” featured our first (scripted) on-camera conversation between family members speaking about their experience.