ResCare In-Home Care

Television • Outdoor • Print

ResCare, Inc. one of the nation’s leading providers of in-home care to the elderly and handicapped

first hired Red7e for consumer brand advertising. We created television, print and outdoor

advertising that featured a “heroic” ResCare caregiver spokesperson named Maria. That strategy

was based on two key insights. First, that those who need in-home care are highly sensitive to who

their caregiver is and need reassurance that ResCare people are trustworthy and friendly. Second,

the strategy was based on the fact the ResCare operations nationwide depend on up to 30,000

caregivers. Since recruitment of caregivers was the lifeblood of their business model, it made sense

to put a personable, charismatic caregiver front and center in all of their mass media advertising.

Next, ResCare asked Red7e to create a separate employment branding campaign that was primarily

print and digital focused. For this effort we developed a series that highlighted the altruistic and

motivational aspects of beginning a career that is based on caring for others. This campaign was

deployed in online job search platforms, newspaper advertising, at job fairs and in collateral materials.