Homewatch CareGivers
A senior moment
Services Industry
National brand campaign, Home care services
demand generation, &
digital activation
The Challenge
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Homewatch CareGivers had introduced newly defined levels of care, designed to help families understand the right type of support for their loved ones. But the category was still dominated by clinical language, task lists and fear-based messaging that made it difficult for families to see the human side of home care.
The brand needed a national campaign that could bring clarity to the new care levels, differentiate Homewatch CareGivers from transactional competitors and emotionally connect with families facing some of life’s hardest decisions. The challenge was to elevate the conversation from services and schedules to the meaningful moments that quality care makes possible.
The Big Idea
Aging is often reduced to milestones we fear rather than the countless moments that still give life meaning. Homewatch CareGivers wanted to shift the narrative from decline to dignity by spotlighting the everyday experiences that define who we are—the laughs, the rituals, the familiar comforts, the memories still being made. The campaign centered on the belief that quality care is not just about supporting needs. It is about preserving the moments that help seniors stay themselves. By reframing aging through the lens of meaningful, human moments, the campaign elevated Homewatch CareGivers as the partner that protects not only quality of care, but quality of life.
The Work​
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Developed the national “Senior Moments” campaign platform to reframe aging through warmth, dignity and everyday human connection.
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Created hero messaging, storyline concepts and adaptable creative assets for social, digital, print and franchise use.
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Integrated the newly defined care levels into clear, consumer-friendly campaign language.
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Redesigned the website to align with the new campaign narrative, improve clarity around care levels and strengthen emotional resonance across key pages.
The Manifesto
A senior moment is defined as when an older person forgets something or makes a mistake, usually attributed to the aging process.
Losing their keys.
Forgetting a dear friend’s name.
Entering a room and not recalling why they even went there in the first place.
But what if senior moments weren’t momentary lapses, but instead experiences that made lasting ones?
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Moments of growth, or joy, or small successes,
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​or just another day of
living as independently as possible?
Our seniors still have a lot of life to live, and a lot of experiences to be had, and Homewatch CareGivers™ is here to help make sure they have those moments.
Let’s redefine what it means to be a senior by removing the stigma around needing assistance at home and helping them re-discover the moments that make life memorable.
At Homewatch CareGivers™, we believe senior moments should be memorable ones. Our Total Care Solutions™— which include care levels from Active Care to Specialized Care — are supported by award-winning caregiving teams and exclusive virtual technology to keep loved ones safe, connected and independent, so they won’t miss a beat.
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Body copy
With Homewatch CareGivers Total Care Solutions™, from Active Care to Specialized Care, seniors can have their moments—of independence, joy, companionship and more. With our award-winning caregiving teams and exclusive virtual technology that keeps them safe and connected, the only thing they’ll forget is why they never tried in-home care before.
Body copy
At Homewatch CareGivers™, we believe senior moments should be memorable ones. Our Total Care Solutions™—which include care levels from Active Care to Specialized Care —are supported by award-winning caregiving teams and exclusive virtual technology to keep loved ones safe, connected and independent, so the only thing they’ll lose is the next round.
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