Compassion focus of home health care

We Care launches campaign to educate Canadian families

TORONTO, April 14 /CNW/ - Every year, the number of elderly Canadians who require care grows significantly, and they often turn to family members who stretch themselves too thin emotionally and financially to assist without ever knowing there's an alternative.

To help educate families about the home health care choices available to them, We Care Home Health Services is re-emphasizing its core values through a rebranding campaign targeted at these Canadians. The campaign — led by a dedicated We Care team that includes the addition of several new marketing personnel — incorporates a new logo complemented by a national television, magazine and direct mail advertising program.

"There are many Canadian family members out there who don't realize that in-home care is available to them and to their loved ones," says Jamie Sutherland, Director of Marketing, We Care Home Health Services. "This isn't just subsistence care; it's compassionate, professional and comprehensive care that enhances quality of life and helps people find meaning in their every day. The campaign is meant to reach them with this message."

The new logo, which features a heart shaped stethoscope swirling around the word "we," was introduced in October 2010 to highlight the compassion and personalization of home care the company offers. One of the ads in the television campaign, which will run nationally for six weeks, depicts an elderly woman looking sadly at her Boomer-aged daughter as she vacuums on her mother's behalf; it then moves on to illustrate the many services and benefits We Care offers before closing with a scene showing a large family happily mingling.

The campaign comes as a response to the growing ranks of elderly Canadians with chronic illnesses who find themselves needing in-home medical assistance — a demographic that will only continue to grow as younger Baby Boomers enter their retirement years.

About We Care
We Care Home Health Services, a leading national provider of in-home care and support services with over 50 locations across Canada, provides professional and compassionate care that allows seniors and others to live independently in the comfort of their own homes.  We Care employs over 3,000 homecare staff and provides care in over 800 communities across Canada, and has received accreditation through Accreditation Canada within all the regions in which it operates in.  For more information, visit www.wecare.ca.

SOURCE We Care Home Health Services

For further information:

Robyn Breslow
APEX Public Relations
(416) 924-4442 ext. 256
rbreslow@apexpr.com

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We Care Home Health Services

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