So how old is old? Ronni Bennett has been blogging on many things, including the passivity of allowing yet another form of discrimination rise with no antedote in site: ageism. She is much better at discussing this than I. Read it here. The question is how old is old, and who shall be the judge of this?
For Erickson Retirement Communities (yes, I work for them) we strive to have people live a full life, as independently and actively as possible. And, there is no age restriction to work here. You are judged by what you can do, what you accomplish, not how old you are.
Yet we face challenges in trying to create messaging that reflects who we are and what we do. We have a new ad campaign that we are hoping will resonate with consumers. The stigma of age is tied heavily to the stigma of “those retirement homes”. We are not places for the end of life. We are for living lilfe. And we do market to those who are in the 2nd stage of retirement who want to continue to live life to its fullest.
Here is a video of a new commercial we are getting ready to launch in some of our markets. Would be interested in your thoughts and opinions as to whether or not it captures who we are and who we market to.
Thoughts?
August 16th, 2008 at 11:17 am
I like this ad, and the other Erickson ads now appearing on local TV in the Chicago area. I’m 75, and I’ve been sold on the retirement community idea for a long time. Because I’m a city person, I’m not moving to an Erickson community, but to the new Clare at Water Tower in Chicago, due to open around the end of this year. The Clare seems to have much the same philosophy (although it’s more expensive). Good work on the ad!
August 16th, 2008 at 1:29 pm
Saw this on TGB and thought it lovely but it says nothing about the actual living (the ordinary) conditions. (I’m 65)
August 16th, 2008 at 6:23 pm
I saw this ad on TGB and thought I’d leave a comment.
The ad sends a strong message that you don’t have to be doddering and decrepit to enter a retirement community; there are other reasons, such as being free of maintaining a house, etc.
The actors used seem to be in their mid-60’s. It appears that you are advertising your communities as an alternative for younger elders — no criticism, just an observation.
Thank you for your work to eliminate the stigma of old age. Every little bit helps!
August 17th, 2008 at 2:29 am
I also saw the ad on Time Goes By. Thought I’d respond off-the-cuff with only one quick viewing because that first impression is what stays with people.
The one thing that leaped out at me was the comment, “Mom looks great. . . and Dad” is more interested other stuff.
I have no doubt that the ad will send a general message that getting older doesn’t mean giving up on living life, and that is certainly important. It will probably also convey the idea that your communities encourage that active aging concept.
But will there ever come a day when we don’t dwell on what women look like and presume only that men are more interested in things other than their appearances?
August 18th, 2008 at 1:05 pm
Ouch! Why aren’t the elders speaking for themselves?
August 19th, 2008 at 12:35 pm
To all those who responded, a heartfelt thank you. You did raise some interesting questions: yes, Erickson Communities are built for those 65 and over. The key is to live life to its fullest. We had a voice over because when we tested this commercial against the husband and wife speaking versus a voice over, the one with the voice over scored the highest.
Thanks again for your time and thoughts!