Redefining Care
The Strategy Behind the "For You" Campaign

SUMMARY: By flipping the script on senior living, the "For You" campaign transforms the stigma of "needing care" into the luxury of "choosing freedom," proving that the right support doesn't limit a life but instead unlocks it."

In senior living, the word "care" is often tied to a more negative view of the industry. Think images of clinical settings, stethoscopes, and a loss of independence. That’s where 300FeetOut came in. We were challenged to create an ad campaign for ECS that communicated what true care is really all about—empowering vibrant, liberated lifestyle.

We approached this from the beginning with the goal of flipping the script. Instead of focusing on the limitations that lead to needing help, we wanted to talk about the possibilities that come from getting the help you might need.

For You: Why it Matters

The biggest challenge we encountered with this campaign was the objective of selling something many people needed, but didn’t really want or think they needed. Making the move to a retirement community marks the end and beginning of a significant stage in someone’s life they often don’t want to face. Choosing to make the move, to many, means they aren’t as independent as they once were and therefore must give up a significant amount of freedom. Our solution here was to show how moving to a community like ECS could instead further independence and freedom instead of the opposite. With this campaign, we aimed to:  

• Redefine care through the eyes of what’s most important to the prospect.

• Capture the benefit of the care with customized lifestyle imagery.

• Use campaign messaging communicating the value “for you”.

By shifting the focus from something you need to something you get or want to have, we turned the ideas of care and assistance into luxury and convenience.

A Different Kind of Storytelling

For this campaign, we developed a unique visual look and feel to enforce the campaign messaging. Rather than showing a resident receiving care, we focused on the moment of delivery. This refocusing keeps the resident as the protagonist of their own life, with the care and services acting as the invisible supporting cast.

1. Language Choice

We chose brand language that is witty and light hearted, describing relatable scenarios.

• Physician Appointment Scheduling: We tell residents they should be doing yoga, not playing phone jockey.

• Meal Delivery: We encourage them to keep solving 13-across while we bring lunch to them.

• Medication Management: We focus on filling in your calendar, not a pillbox.

2. Service-Specific Messaging

Each ad in the campaign uniquely highlights a specific service and how it adds time back to a resident's day.

• Housekeeping: Enjoy a tidy home, without doing the tidying.

• Dog Walking: A tired, happy Fido for you.

• Salon Services: Having a stylist who knows what you want without you having to look.

• Transportation: Handling the driving so you don't miss a soccer game or dance recital.

• Nutrition Assistance: Monitoring calcium and vitamin D so the resident can enjoy the beach.

3. The "For You" Promise

The brand tagline,"The Art of Possibility"— evokes the core promise of ECS and the outcome of these services. The ads in this campaign reinforce this promise by focusing on the details of life, and empowering residents to live on their own terms. No matter the service, the message is the possibility that comes from freedom.

Why it Works

With this campaign, the idea of care is a positive lifestyle choice rather than a sudden necessity. By using warm, eye-catching imagery and focusing on the moment of service, assistance becomes something a resident wants instead of something they need.

But you don’t have to just take our word for it, the social media and Google ads from this campaign highlight its success:

• Over 2M Users Reached Annually

• 44K Traffic-Driving Results

• Top Traffic Channel Driving users to the Website

More than the services at hand, we told the story of the time a resident gets back — enabling them to imagine a full and robust life. The "For You" campaign isn't just about the services provided at ECS, it’s about the possibilities that come from having one less thing on your plate. It's about ensuring that every resident can live as the best version of themselves.