You’re probably familiar with the “Got Milk?” advertising campaign.
Since the campaign started in 1993, the dairy industry has reversed a 30-year decline in milk consumption. The slogan and awareness campaign — with famous people sporting milk mustaches — took the nation by storm, and milk consumption has never been the same.
The long-term care industry has come together with its own “Got Milk”-style campaign, called “3in4 Need More.” The campaign’s mission is to educate Americans about the need to form a long-term care plan and the products and options that can be part of that plan. And who better to raise grassroots awareness than producers, financial advisors and planners?
The campaign provides a proven approach to help producers successfully explain to their clients and prospects the need for planning. The 2010 Prudential Long-Term Care Consumer Awareness and Attitudes Survey provided some key stats on which the 3in4 concept is based:
- 77% of Americans ages 30 to 65 think they should know more about LTCI than they currently do. That’s more than 3 in 4 of your prospects.
- 74% of consumers ages 55 to 65 say they are concerned about needing some kind of long-term care. Again that’s nearly 3 in 4 of us.
The campaign was created by Jonas Roeser, chief marketing officer of LTC Financial Partners, and was later formed into a 501(c)(4) nonprofit association with an advisory board and executive committee, which includes Mark Goldberg, president of ACSIA Long Term Care, as treasurer, and myself, as vice president. Jonas was successfully using the 3in4 concept for his agency, so Mark and I knew the campaign could be effective for others.
The campaign focuses on four objectives:
1. Spread the word among the public that “3in4 Need More” than health insurance.
2. Support Congressional efforts to provide additional incentives, like tax deductions or rebates, to help people better afford long-term care products.
3. Bring the LTC industry together to educate the public by joining the 3in4 Need More Campaign and using the logo and visuals to spread the word.
4. Educate the public on private programs and federal entitlement options.