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ATLANTA Planet Central has launched an emotional print campaign for The Laurels, an assisted-living facility for senior citizens. Rather than tout the amenities of its client’s residences, work from the Charlotte, N.C., agency speaks to the nagging guilt many baby boomers feel about elder care.
In one ad, a middle-aged woman holds the back of her neck, clearly worried. The headline reads, “If there’s a problem with your parent in their assisted-living residence, who will discover it? A licensed nurse? Or a janitor?” Accompanying copy details the facility’s 24-hour nursing staff and “home-like environment.”
“The
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