HCR ManorCare, a national leader in skilled nursing and rehabilitation centers, wanted to offset negative press coverage about the nursing home industry. They asked R/P to develop a program highlighting the positive experiences their facilities provide and the many caring people among their staff.
We developed an ongoing program called â€śHeartâ€™s Desire.â€ť The program invites nursing center residents to wish for one activity to do again, or try for the first time. After gathering residentsâ€™ requests, the individual facilities find local partners to donate time and services to make as many Heartâ€™s Desires as possible come true.
The residents, families and staff loved it, and so did the media. The Today Show did a feature segment on the program. The program also earned a Silver Anvil Award â€“ the top honor from the Public Relations Society of America â€“ for the way it incorporated sound research,
planning, execution and evaluation.