Caregivers want to help and they also feel burdened by the responsibility despite the honour they feel to be the trusted source of support. They need help to get the right information to better assess the needs of their loved one and they would benefit from ways to alleviate their personal stress / anxiety.
+ Marketing & Business Strategy
+ Integrated Communications & Content
+ Consumer Insight
Before being able to evaluate the product benefits, the conversation about personal emergency response system can be a territory wrought with fear of the loss of independence, general resistance to aging, family pressure and emotional complexity. While a product / service may be helpful to the situation of summoning help in the event of a fall or emergency, the conversation to evaluate the needs of an individual – to determine if a PERS is right for them – can be heightened with emotion and rigid self-concepts.
Caregivers experience worry, guilt, and mental stress in caring for their loved one. Conversations and decisions about seniors’ health and safety can be hard to manage. Seniors resist asking for and accepting help, support, or assistance. One of their biggest fears is losing their independence. Before being able to evaluate the product benefits, the conversation about LWC can be a territory wrought with denial, reluctance, pressure and emotional complexity.
We put love and appreciation at the heart of the conversation, so it becomes easier for caregivers and seniors are more open. We chose English and French-speaking Canadians (real people, not actors) who are caregivers for seniors in their lives. Our audiences were able to identify with their circumstances and take cues from their real, unscripted conversations. We gave caregivers the opportunity to show their appreciation to the senior in their lives. We also learned about the seniors’ specific hobbies and interests, so we could position LWC as a solution to keep doing the things they love.