1
AARP’s Long-Term Care Ads and
Long-Term Care MessagingPresentation for AARP State Offices
For internal use only
November 2007
Contact Linda L. Barrett in Knowledge Management
with questions X36197
2
Background
• Introduction and background
3
Research Phase I
• In-depth interviews – August 2006
– What didn’t work (disaster check)
– What did work
4
5
6
7
8
9
10
11
12
13
14
15
Revised Ads
Added new elements to test
16
17
18
19
Research Phase II
• Panel Survey – September / October 2006• Ad testing (National / Ohio)• Language testing (National / Ohio)
• Sample – women between 40-60 years old
20
Frame One
A Photo - Three women (“Join the
discussion . . .” last line)
25%
B Photo – Older woman front,
younger woman back (“Join the discussion . . .” last line)
46%
C Photo – Woman in front of grass land (“Support the growth . . . “ last line)
29%
D Photo – Woman front, man back
(“Join the fight . . .” last line)
26%
E Photo – Woman in black dress
(“Join the fight . . . “ last line)
12%
Frame Three
A November 7 headline (“Join the discussion . . .” last line)
12%
B November 7 headline (“Support
the growth . . . “ last line)
12%
C November 7 headline (“Join the fight . . . “ last line)
16%
DK / no answer 8%
21
22
Analysis of Top-rated Ad• Married women, those with higher levels of education, and those who say their family has experience
with LTC are more likely to say the ad:• Catches their attention• They understand the message• They believe the message
• However, African American women and lower income women are more likely to say the message is:
• important • relevant to them at this point in their life
• They are more likely to say they will do what the ad asks them to do than their counterparts.
23
Recommendation for National Ads
• Adopt the most highly rated national ad
• Create another national ad that replicates the above ad using African American women in the photograph
24
State ResultsAd Ohio Frame
A November 7 headline (“Join the fight . . . “
last line) 53%
B Photo – Woman in front, man in back (“Join
the fight . . . “ last line) 71%
C Photo – woman in black dress (“Join the fight
. . . “ last line) 63%
DK / no answer 3%
25
26
Analysis of Top-rated Ohio Ad
• Highly educated women who say their family has experience with long-term care are more likely to say the ad:
• Catches their attention• They understand the message
• Older women and African American women are more likely to say the message is:
• Important• Relevent
• They are also more likely to say they will do what the ad asks them to do.
27
Recommendation for Ohio Ads
• Adopt the most highly rated state ad
• Create another state ad that replicates the above ad using African American women
28
Alternative words / phrases for Long-term Care
National % Ohio %
Long-term independence 71 Long-term independence 66
Long-term independent care 71 Long-term independent care 66
Supportive services for daily living 62 Long-term personal care and assistance
62
Long-term personal care and assistance
61 Supportive services for daily living 61
Lifelong options 60 Lifelong options 61
Long-term supportive services 55 Care for life 57
Ageless independence 54 Long-term services and supports 54
Long-term services and supports 54 Ageless independence 51
29
Recommendation about Alternative Words / Phrases for Long-Term Care
• Consider using following language
• Long-term independence
• Long-term independent care
• Long-term personal care and assistance
• Supportive services for daily living
30
Thank You!
Keep us in mind for future work
31
Full List of Phrases