For many families, the moment they realise a loved one needs senior care can feel like stepping into the unknown - It’s a time when hope can feel distant, and decisions feel overwhelming. But what if in-home care became the beginning of A Better What’s Next?
Home Instead, a global leader of in-home care for aging adults, is launching its newest campaign, 'A Better What’s Next,' developed in partnership with FCB Chicago. The campaign isn’t just an advertisement; it’s an invitation for families to reimagine what care can offer: hope, dignity, independence for aging adults, and peace of mind for their families.
The journey to this transformative work began in an equally remarkable way. During the final pitch presentation in March 2024, Home Instead and FCB Chicago shared such a profound moment of alignment and understanding that Home Instead made the unprecedented decision to award the business on the spot. It wasn’t just about the strategy or the creative - it was about a shared vision of empowering families at one of life’s most vulnerable crossroads.
As the campaign rolls out, Home Instead and FCB Chicago aim to inspire families to reimagine what it means to age at home. The creative campaign includes five national TV spots featuring the1966 track 'This is Where I Belong' by The Kinks and extends across OOH, digital, social media, and audio platforms to reach audiences where they are. It’s a heartfelt message for those balancing caregiving, family, and work, providing practical solutions for the journey ahead.
Home Instead is not just reshaping perceptions of senior care - it’s redefining the journey itself, proving that with a little help, every family can find A Better What’s Next