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Hospice Buffalo: Hospice Nursing Home Campaign

A world-class campaign to celebrate world-class care.

Situation

Many patients and their families know about Hospice Buffalo and the incredible level of care the organization provides to patients at their homes, in hospital settings, or in the inpatient facility on the Mitchell Campus. But what they didn’t know is that Hospice Buffalo provides nursing home care, a service and care team that specializes in end-of-life care and can work along with, and complement, the nursing home staff to give patients the best care possible in their final days.

Insight

The value of Hospice care cannot be fully understood or valued until someone you know, or a family member, experiences the Hospice journey. Mower brought this value to life with real-life stories.

Solution

After a series of interviews with family caretakers, nurses, social workers, music therapists, nursing home administrators and patients, we created two 30-second TV spots, two 60-second radio spots, and print ads communicating the benefits of Hospice Nursing Home Care — not in clinical terms, but in real, honest and human terms that everyone could understand, relate to emotionally, and see how it would benefit their loved one. To add color and vibrancy to the campaign and break out of the media clutter, we featured an origami dove in TV and print to express the sense of peace, harmony and freedom a Hospice patient and his or her family feel when under this care. And with its wings in flight, the dove reminds us that there is always hope, new possibilities and miracles waiting…just around the corner.

Results

The nursing home census on December 31, 2011, was 163 patients. As of September 2012, seven months after our campaign hit the airwaves, 204 patients receive hospice care in nursing homes — a 25 percent increase.

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