The primary goal was to raise national awareness about the growing physical and emotional needs of older adults, highlight the critical role of family caregivers, and introduce Honor / Home Instead's refreshed brand identity, "A Better What's Next." The campaign focused on empathy, intergenerational connection, and the future of home-based care.
5WPR used seasonal storytelling, expert commentary, and meaningful media engagement to bring attention to caregiving realities and position Honor / Home Instead as a compassionate, authoritative voice in senior care.
The campaign tackled limited public awareness of family caregiver strain and available support, the need to stand out in a saturated home care market, and the challenge of connecting with multiple generations while launching a new, emotionally resonant brand identity.
The campaign launched during American Heart Month and National Caregivers Day, using these timely events to elevate Honor / Home Instead’s message in national media and spotlight the emotional and physical toll of caregiving.
Key spokespeople, including gerontologist Dr. Lakelyn Eichenberger, were featured in national media to provide insights on aging-in-place, Alzheimer’s care, and caregiver stress, building the brand’s authority on aging-related topics.
5WPR hosted an in-person media event in New York City led by nutritionist Joy Bauer, inviting media and influencers to experience the brand’s mission firsthand and engage emotionally with the new brand platform.
Digital marketing and digital PR strategies were used to support earned media efforts, ensuring continued engagement and message amplification across platforms.
Over four months, the campaign generated more than 849 million media impressions through 150+ placements across online, broadcast, and social media. The Joy Bauer event alone resulted in millions of organic social impressions and coverage from outlets like HGTV, Buzzfeed, Well + Good, and NBC New York.
The integrated campaign helped shift the public narrative, introduced a modern brand platform, and reinforced Honor / Home Instead’s identity as a compassionate leader in senior care and a relevant voice in health & wellness PR.
The campaign used emotionally grounded storytelling, expert-driven content, and seasonal relevance to connect with audiences and highlight the realities of caregiving.
By focusing on the emotional and physical toll of caregiving and providing expert commentary, the campaign raised awareness of caregiver challenges and the support available to them.
The campaign received coverage from major outlets including HGTV, Buzzfeed, Well + Good, and NBC New York, among others.
The in-person event led by Joy Bauer allowed media and influencers to experience the brand’s mission, fostering emotional engagement and personal connection with the campaign’s message.
These cultural moments provided strategic entry points to elevate the campaign’s message, aligning with national conversations about heart health and caregiver recognition.
Momentum continued with executive thought leadership and ongoing media coverage, keeping the brand top-of-mind and sustaining national interest in the months following the launch.
The campaign helped shift the public narrative by highlighting the realities of caregiving, increasing awareness, and reinforcing the need for greater support and accessible solutions for families.
By focusing on empathy, intergenerational connection, and personal storytelling, 5WPR crafted messaging that resonated emotionally with both media and consumers.
Executive thought leadership provided ongoing expert commentary and insights, helping to sustain media interest and reinforce the brand’s authority in senior care and aging topics.
The campaign combined digital marketing, digital PR, and traditional media outreach to maximize reach and engagement across multiple platforms.
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Every campaign is customized based on the client’s unique goals, industry, and audience, ensuring relevance, effectiveness, and sustainable growth.
5WPR has a proven track record, such as delivering 200% e-commerce sales growth for Black Button Distilling, and generating over 849 million media impressions for Honor / Home Instead in four months.
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Honor / Home Instead partnered with 5WPR to launch a national PR campaign aimed at raising awareness around the growing physical and emotional needs of older adults, while emphasizing the critical role family caregivers play in supporting them. The campaign also introduced the company’s refreshed brand identity, A Better What’s Next, with messaging focused on empathy, intergenerational connection, and the future of home-based care. Through a mix of seasonal storytelling, expert commentary, and meaningful media engagement, the campaign brought attention to the realities of caregiving and positioned Honor / Home Instead as a trusted partner in senior care.
Although public concern around aging and health continues to grow, awareness of the daily strain on family caregivers and the support available to them remains limited. Honor / Home Instead sought to close this gap by engaging media and consumers with timely, human- centered messaging. The campaign also needed to cut through a saturated home care market and connect across generations, all while launching a new brand identity that felt emotionally resonant and forward-thinking.
5WPR built a comprehensive communications plan rooted in cultural relevance, storytelling, and expert-driven content. The campaign launched during American Heart Month and National Caregivers Day, tapping into timely conversations around heart health and caregiver recognition. These key moments served as strategic entry points to elevate Honor / Home Instead’s message in national media, spotlighting the emotional and physical toll caregiving can take and reinforcing the need for greater awareness, support, and accessible solutions for families navigating the aging journey.
To further reinforce the brand’s positioning, 5WPR hosted an in-person media event in New York City. Led by Joy Bauer, nutritionist and healthy living expert, the event invited media and influencers to experience Honor / Home Instead’s mission firsthand. Guests were encouraged to reflect on caregiving within their own families, sparking emotional engagement with the company’s message and introducing the new brand platform in an intimate, personal way.
Throughout the campaign, key Honor / Home Instead spokespeople, including gerontologist Dr. Lakelyn Eichenberger, were featured in national media offering insights on aging-in-place, Alzheimer’s care, and caregiver stress. This consistent presence across major outlets helped build the brand’s authority on topics central to the aging journey. Digital marketing and digital PR strategies supported the earned media efforts, ensuring continued engagement across platforms.
The campaign delivered widespread media attention and strong engagement. Over a four- month period, more than 849 million media impressions were generated through over 150 placements across online, broadcast, and social media channels. The Joy Bauer-hosted event resulted in millions of organic social impressions and facilitated meaningful connections with media, including HGTV, Buzzfeed, Well + Good, and NBC New York. Momentum continued into the spring with executive thought leadership and ongoing coverage that sustained national interest.
This campaign demonstrated the power of emotionally grounded storytelling, expert credibility, and timely media outreach to drive awareness around aging and caregiving. By aligning communications with cultural moments and focusing on the caregiver experience, Honor / Home Instead was able to connect with new audiences and reinforce its identity as a compassionate leader in senior care. The integrated campaign helped shift the public narrative, introduced a modern brand platform with clarity and heart, and positioned the company as a relevant voice in both the consumer and health & wellness PR landscapes.
