Van Duyn

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Van Duyn Home and Hospital is a county-owned skilled nursing facility.

Challenge: In an already challenging industry, Van Duyn wanted to somehow break down the misconceptions surrounding its facility.

The home wanted to somehow let the public know that entering a facility of its caliber was not a negative thing.

Idea: With an amazing amount of input from staff at the home, we were able to get up to speed on new philosophies and styles of elderly care.

Once we were armed with this information, we set out to develop a unique campaign for Van Duyn. Our goal was to convey the forward thinking nature of Van Duyn. We did this through a print, online and radio campaign that explained facility-living in a new way.

We needed to address concerns of boredom and loneliness, so we showed that once you enter a home like Van Duyn, you are surrounded by your friends and peers.

Additionally, we needed to address the fact that each individual in the home has their own personalized needs and is unique due to a mixture of events in their past and their current lifestyle.

Results: There has been a lot of positive feedback from the campaign, and the client is, for lack of a better word, happy! There has been an increase in website traffic to VanDuynHome.com due to the heightened exposure and strategic media campaign. We feel that there has been a shift in the perception of elderly care to one with more of a positive feel.

Ultimately, we’ve helped Van Duyn in communicating a new approach to long-term care. We look forward to continuing with Van Duyn Home & Hospital into the next phases of the campaign.