Turning adversity into heartfelt loyalty

An uplifting program to offset bad perceptions


The Overview

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.

The Challenge

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.

Transcend’s Answer

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.

The Results

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.