AARP’s Long-Term Care Ads and Long-Term Care Messaging

1. AARP’s Long-Term Care Ads andLong-Term Care Messaging Presentation 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

15. Revised Ads Added new elements to test

19. Research Phase II • Panel Survey – September / October 2006 • Ad testing (National / Ohio) • Language testing (National / Ohio) • Sample – women between 40-60 years old

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 Results

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

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