Negative stories featuring neglectful nursing home practices were being sensationalized in the media causing mistrust of the industry and declining census in HCR ManorCare centers.
To attract the spotlight away from negative stories to positive ones, HCR ManorCare needed a distinctive, big idea that the media would consider newsworthy and families would cherish.
We helped develop a program called “Heart’s Desire” in which HCR ManorCare residents could wish for one activity they longed to do again or try for the first time. The program was activated across the nation.
Fulfilled “Heart’s Desires,” such as a hot air balloon ride, earned national media exposure, including a feature on The Today Show. The program positioned HCR ManorCare as personal and caring caregivers.