Van Duyn Home and Hospital in Syracuse NY was looking to put a new face on the senior care industry. ABC spent a lot of time with Van Duyn staff and researching the industry to come up with a unique campaign to present this industry in a new positive light. Our goal was to show the side of institutional living that people generally do not associate with Van Duyn. In other words, while most people think of loneliness, we showed budding friendships and the fun of being amongst your peers once again, portraying somewhat of a “going back to college later in life” type of feel. The campaign was a huge success and garnered much attention from the community.