MFN Featured on Adpulp

Today’s senior citizens and their adult children—like generations before them—need to weigh their senior living options. It can be a difficult emotional and financial decision. The marketing literature can also blend into the bad wallpaper.

Thrive Senior Living, an innovative and high-growth owner, operator and developer of assisted living and memory care communities across the country, takes a different approach.

The work, created by Atlanta-based AOR My Friend’s Nephew, cuts through the clutter and impacts cultural mindsets around senior living.

“The senior living category is highly competitive, and we found that the language, messaging and tone are very similar across brands, making it challenging for consumers to differentiate between brands and their benefits,” said Josh Robinson, ECD/Principal at My Friend’s Nephew. “Thrive is seeking to disrupt the industry through its people-centric model and proactive culture of serving residents and we wanted to communicate this distinction in its first brand campaign,” Robinson said.

Elements of the campaign include print, outdoor and Pandora radio.

“Our target audience tends to be skeptical about whether there is any place that will care for their parent or loved one with the level of love and responsibility that they personally feel,” said Les Strech, President of Thrive. “We needed a campaign that would communicate how Thrive Senior Living approaches things differently.”

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