HCR Manor Care

Talking Heart to Heart

THE CHALLENGE

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.

R/P’S RESPONSE

We developed an ongoing program called “Heart’s Desire.” The program invites nursing center residents to wish for one activity to do again, or try for the first time. After gathering residents’ requests, the individual facilities find local partners to donate time and services to make as many Heart’s Desires as possible come true.

THE RESULTS

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 – the top honor from the Public Relations Society of America – for the way it incorporated sound research,
planning, execution and evaluation.


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