Masonicare

» see the work

Insights

Masonicare had a perception/reality problem. Too many people saw it as “that nursing home on the hill,” even though it had long since evolved into a vibrant, state-of-the-art community for senior living and healthcare. We needed to let Connecticut know that this was not your grandmother’s Masonicare.

Ideas

Over a long-term, rewarding relationship, we’ve created a series of fully integrated campaigns for Masonicare. Consistently, we’ve showcased the energy, humor and personality of real residents to demonstrate that, whether you’re looking for at-home care, assisted living or a beautiful on-campus home, Masonicare is the choice for a new generation of seniors.

Impact

Not only did the campaign trigger an emotional response, it shifted perceptions—and motivated action.

• Website hits increased an average of 415% a week and peaked with media flights.
• Phone calls increased 900% during media flights.
• Seminars received record attendance.