Still Making Memories

Background

The in home-care category has long been dominated by functional and unrealistic portrayals of aging. Nine out of ten Americans 65 and older want to continue living at home for as long as possible (1), but don’t realize their options. To break through unrealistic portrayals of aging, Home Instead Senior Care launched their new campaign in October with a touching video called “The Third Stair”, which highlighted the relatable and emotional realities that many families face with their aging loved-ones. (1) Source: Caring for America’s Seniors: The Value of Home Care; Home Care Association of America, Global Coalition on Aging