Home Instead

A Better What’s Next

In-home care is one of those categories that instantly conjures visions of waxy smiles and helpless seniors being held by the elbow. But Home Instead sees the world differently. They’re committed to helping people age at home while maintaining their dignity and identity. And they needed a platform that said as much.

We developed “A Better What’s Next” based on the insight that aging comes with a lot of unknowns, both for seniors and their loved ones. But when you have Home Instead, whatever comes next can, in fact, be better.

This led to a campaign built on storytelling that examined the emotional journeys of both aging adults and their adult children.