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LTC awareness campaign could touch 15,000

By Allison Bell

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An insurer is trying to use a traditional communications strategy — one-to-one-meetings with live humans — to build awareness of the need for long-term care (LTC) planning.

Genworth Financial Inc. (NYSE:GNW) is supplementing the LTC awareness campaign efforts organized by nonprofit groups like the 3in4 Association and the American Association for Long Term Care Insurance (AALTCI) with a five-city #LetsTalkTour of its own.

Genworth is sending staff members to New York City June 27 and June 28; to Chicago from July 9 through July 13; to Los Angeles from Aug. 30 through Sept. 1; to San Francisco Sept. 6 and Sept. 7; and to Dallas from Oct. 2 through Oct. 6.

The staff members will try to interview 15,000 people about issues related to aging and long-term care.

The interviewers will give the consumers guides to starting LTC conversations with members of their own families.