Situation: CenterLight Healthcare operated the country’s largest Program of All-Inclusive Care for the Elderly (PACE), but no one knew it at a time when the need for healthcare for the aged was growing.

Challenge: Serving distinct ethnic communities comprising, among others, Russians, Hispanics, Haitians, Chinese, Albanians and African-Americans, CenterLight needed to frame a value proposition for its distinctive health plan that would be relevant – and compelling -- across cultures.

Response: Extensive multi-cultural qualitative research helped illuminate an important – and painful – shared space: aging parents felt guilty about being a burden to their children; children felt guilty about not being better able to manage the conflicts between caring for their parents, their own families and holding down a job. At a time when love was most needed, anger and resentment blocked the way.

Result: CenterLight’s multi-lingual “Peace of Mind” campaign addressed the situation head on, showing how the PACE program resolves a critical emotional problem for the elderly and their children while delivering positive health outcomes. Print, broadcast, radio and transit got the message out quickly and effectively and had a particularly favorable impact on employee morale.

Agency: Gravity Media; research, campaign direction: Neil Gluckin, VP Marketing