Q: Our industry needs a campaign similar to the “Got Milk” campaign to raise awareness of the need for LTCI protection. Are there any plans for this to occur?

A: Yes, finally! A group of major industry experts in the LTC field have banded together to launch a new campaign called “Nearly 3 in 4 Need More.” They hope to get the industry to rally together and educate consumers by explaining the importance of planning for LTC needs.

The campaign is based on statistics pulled from a recent poll conducted by a major LTC carrier, which revealed: Seventy-four percent of consumers aged 55-65 say they are concerned about needing some kind of LTC. Seventy-seven percent of Americans aged 30-65 think they should know more about LTCI than they currently do. That number increases to 81 percent for those aged 45-55 but is only 69 percent for those aged 55-65.

The age range is significant because those are the ages for the major purchases of the product. As well, nearly three in four Americans need more information to make their decisions about planning for long-term care, as roughly 70 percent of people over the age of 65 will eventually need some form of LTC.

The campaign was created by Jonas Roeser, senior vice president of marketing and operations at LTC
Financial Partners. According to Roeser and Mark Goldberg, president of ACSIA, the campaign has four objectives:

  1. Spread the word that “nearly three in four need more,” and clients should look into LTC insurance as a solution.
  2. Support congressional efforts to provide additional tax deductions or rebates to help people better afford LTCI.
  3. Stimulate others in industry, education and government to join the campaign, using the logo and visuals to spread the word.
  4. Educate the public that while LTCI may not be for everyone, everyone does need an LTC plan.

To join the campaign by enrolling as a member and getting access to the materials, visit the official website www.3in4needmore.com. Supporters are encouraged to use the logo on all materials, including e-mails, letters and more. The campaign already has online elements (including Facebook, Twitter and LinkedIn links) to help take it from an industry initiative to a national movement.

“Nearly 3 in 4 Need More” is run by an advisory board whose members are some of the most knowledgeable and committed professionals in the LTC industry. A number of carriers have already joined and more will be approached by the executive committee in the next few months as the effort gets underway.