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We Care Home Health Services has launched an advertising campaign aimed at raising the profile of both the company and the home health care category.
The campaign, which includes television spots, print creative, direct mail and online advertising, comes after a period of extensive research and rebranding by We Care. The company, which operates in 50 Canadian markets, also revamped its logo last fall.
The television ads depict a middle-aged woman helping her elderly mother around the home. One spot features a voiceover from the daughter, while the other positions the mother as the narrator. Both spots include the tagline, “Helping you live your life.”
Windsor, Ont. agency Hargreaves Stewart Inc. handled creative duties and also assisted We Care in its broader rebranding.
According to Jamie Sutherland, director of marketing for We Care Home Health Services, the national scope of the campaign differentiates it from the company’s previous marketing efforts.
“Traditionally, We Care has had a very localized approach to marketing,” Sutherland said. “These local advertising efforts still play a critical role, but we felt we could have an impact reaching out to the family caregiver through a more broad-based messaging campaign.”
Sutherland said market research indicated a need to boost the profile of the home health services category.
“What we came to realize is that there’s very low awareness of the home care industry in general,” he said. “The objective is to reach out to family caregivers and identify our organization as a support to them prior to them actually needing it.”
The television component of the campaign has begun its six-week run. The initiative also includes print ads in magazines such as Zoomer and Good Times.
