AARPs LongTerm Care Ads and LongTerm Care Messaging

AARP’s Long-Term Care Ads and Long-Term Care Messaging Presentation for AARP State Offices For internal use only November 2007 Contact Linda L. Barrett in Knowledge Management with questions X 36197 1

Background • Introduction and background 2

Research Phase I • In-depth interviews – August 2006 – What didn’t work (disaster check) – What did work 3

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Revised Ads Added new elements to test 15

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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 19

Frame One A Photo - Three women (“Join the 25% discussion. . . ” last line) B Photo – Older woman front, 46% younger woman back (“Join the discussion. . . ” last line) C Photo – Woman in front of grass land (“Support the growth. . . “ last line) 29% D 26% Photo – Woman front, man back (“Join the fight. . . ” last line) E Photo – Woman in black dress 12% (“Join the fight. . . “ last line) Frame Three A November 7 headline (“Join the discussion. . . ” last line) 12% B 12% November 7 headline (“Support the growth. . . “ last line) C November 7 headline (“Join the fight. . . “ last line) DK / no answer 16% 20 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. 22

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 23

State Results Ad Ohio Frame A 53% B 71% C Photo – woman in black dress (“Join the fight 63% November 7 headline (“Join the fight. . . “ last line) Photo – Woman in front, man in back (“Join the fight. . . “ last line) DK / no answer 3% 24

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Analysis of Top-rated Ohio Ad • Highly educated women who say their family has experience with long-term care 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. 26

Recommendation for Ohio Ads • Adopt the most highly rated state ad • Create another state ad that replicates the above ad using African American women 27

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 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 Ageless independence 51 % 28

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 29

Thank You! Keep us in mind for future work 30

Full List of Phrases 31