aarp’s long-term care ads and long-term care messaging

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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

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Background

• Introduction and background

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Research Phase I

• In-depth interviews – August 2006

– What didn’t work (disaster check)

– What did work

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Revised Ads

Added new elements to test

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Research Phase II

• Panel Survey – September / October 2006• Ad testing (National / Ohio)• Language testing (National / Ohio)

• Sample – women between 40-60 years old

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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%

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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.

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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

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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%

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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.

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Recommendation for Ohio Ads

• Adopt the most highly rated state ad

• Create another state ad that replicates the above ad using African American women

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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

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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

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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

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Thank You!

Keep us in mind for future work

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Full List of Phrases