For many families, the realization that a loved one needs senior care can be an overwhelming and emotional moment. But Home Instead, a global leader in in-home care for aging adults, wants to reframe this life stage as an opportunity for hope, dignity, and independence.
In partnership with FCB Chicago, Home Instead has launched its newest campaign, A Better What’s Next. This emotionally resonant campaign invites families to reimagine what in-home care can offer—not just as a solution to a need, but as a pathway to peace of mind for caregivers and a better quality of life for aging adults.
The collaboration between the global in-home care provider and the agency began with a pitch meeting in March 2024, where a rare and profound moment of alignment led the provider to immediately award the business to the agency. This unprecedented decision was driven by a shared vision of empowering families during one of life’s most vulnerable crossroads.
The campaign includes five national TV spots set to The Kinks’ 1966 track This Is Where I Belong, underscoring the message of finding comfort and belonging through in-home care. It also extends across (OOH), digital, social media, and audio platforms, reaching audiences where they are and providing practical solutions for balancing caregiving, family, and work. Watch below:
This campaign isn’t just about advertising—it’s about reshaping how families think about senior care. It’s a reminder that with the right support, aging at home can be an empowering and transformative experience.
By combining heartfelt storytelling with actionable insights, A Better What’s Next reflects the brand’s commitment to not only reshaping perceptions of senior care but also redefining the journey itself for aging adults and their families.
CREDITS:
BRAND: Home Instead
AGENCY: FCB
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