Ads for Assisted-Living Residence Focus on Boomer Guilt

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 advertising doesn’t blame adult children for choosing assisted living, but it does point out that they could be making the wrong choice if they choose a residence that doesn’t offer licensed on-site, around-the-clock nursing,” said Steve St. Clair, agency co-founder and creative director.

Parent company Resources for Senior Living in Charlotte operates two facilities in North Carolina. Construction of two additional locations in Greenville and Columbia, S.C., and one in San Antonio are under way.

The ad effort, breaking this month, will run in city magazines and daily newspapers including The Charlotte Observer, San Antonio Express-News, The State in Columbia and The Greenville News as new residences open.