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3in4: Got Radio Exposure

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Organizers of the 3in4 Need More long-term care insurance (LTCI) promotional campaign say the campaign’s radio public service announcement (PSA) program generated about $1.4 million in exposure.

The 3in4 Association, Kirkland, Wash., has been sending an elder care specialist, Marion Somers, around the country in a vintage Greyhound bus to draw attention to the need for long-term care (LTC) planning.

Campaign PSAs aired on U.S. radio stations a total of 23,368 times in 38 cities this spring and summer, the association says.

The PSAs aired 2,205 times on radio stations with country and western formats, which tend to appeal to listeners of all ages, 3,346 times, and they aired on stations with adult contemporary formats, which try to appeal mainly to teens and adults under 50, 2,205 times, the association says.

The PSA aired on news and talk stations 908 times.

The most commonly played PSA spot talked about insuring for long-term care, and the second most commonly played spot explained the fact that Medicare does not cover LTC services.

The 3in4 Association organized a similar campaign in 2011. This year, the group added a home makeover effort and a national talent contest for caregivers and seniors.


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