A long-term care (LTC) planning awareness group will be using the Long-Term Care Awareness Month campaign as a chance to talk about the need for critical illness planning.

The 3in4 Association will be releasing two television commercials for the LTC awareness campaign, which starts in November, and is hoping television stations will use the commercials in public service awareness (PSA) slots.

One of the new PSAs shows a bicycle rider who has to swerve to avoid rocks as he rides along the highway. In that commercial, an announcer talks about the need for critical illness planning and encourages viewers to talk to a long-term care planner. 

The other PSA, which is still in production, will encourage consumers to work with a long-term care planning specialist.

The association has also licensed its logo to Target lead. The lead-generation company has already started generating LTCI leads and is about to start generating critical illness insurance, reverse mortgage and life insurance leads to go with the LTCI leads, according to Jonas Roeser, the group’s president.

The lead-generation firm is helping insurers, agencies and producers send 600,000 pieces of traditional mail per month to consumers who could be prospects for state LTCI partnership programs, Roeser says.

The association has also set up a website that producers can use to get personalized 3in4 LTC planning educational materials, and it helps local organizations find speakers for LTC planning seminars. It also is running print LTC awareness ads in Kiplinger’s Personal Finance magazine.

In 2012, the 3in4 Association supplemented the November awareness month campaign by sending Dr. Marion Somers, a geriatric care expert, around the country in a bus. Last year, the association organized a shorter bus tour.

Another group, the American Association for Long-Term Care Insurance, has announced that it has four insurer sponsors lined up for an LTC planning awareness insert that will run in Kiplinger’s.