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3in4 Quantifies Campaign Media Exposure

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Organizers of the recent 3in4 Need More long-term care insurance (LTCI) promotional tour say the campaign generated a total of about $6.3 million in exposure.

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

“Doctor Marion” and her bus made a total of about 299 million impressions through television, radio, print and online placements, the association says.

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That figure includes 30 million audience members reached through 51 broadcast media placements and 1.8 million readers reached through 27 print media placements, the group says.

The group attracted 3,690 Facebook followers and 951 LinkedIn followers, and Web users watched videos on its YouTube channel 38,000 times.

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.