CASE STUDY / HONOR / HOME INSTEAD
Honor / Home Instead Case Study
Honor / Home Instead partnered with 5WPR to launch a national PR campaign aimed at raising awareness around the growing physical and emotional needs of older adults, while emphasizing the critical role family caregivers play in supporting them. The campaign also introduced the company’s refreshed brand identity, A Better What’s Next, with messaging focused on empathy, intergenerational connection, and the future of home-based care. Through a mix of seasonal storytelling, expert commentary, and meaningful media engagement, the campaign brought attention to the realities of caregiving and positioned Honor / Home Instead as a trusted partner in senior care.
CHALLENGE
Although public concern around aging and health continues to grow, awareness of the daily strain on family caregivers and the support available to them remains limited. Honor / Home Instead sought to close this gap by engaging media and consumers with timely, human- centered messaging. The campaign also needed to cut through a saturated home care market and connect across generations, all while launching a new brand identity that felt emotionally resonant and forward-thinking.
5WPR built a comprehensive communications plan rooted in cultural relevance, storytelling, and expert-driven content. The campaign launched during American Heart Month and National Caregivers Day, tapping into timely conversations around heart health and caregiver recognition. These key moments served as strategic entry points to elevate Honor / Home Instead’s message in national media, spotlighting the emotional and physical toll caregiving can take and reinforcing the need for greater awareness, support, and accessible solutions for families navigating the aging journey.
To further reinforce the brand’s positioning, 5WPR hosted an in-person media event in New York City. Led by Joy Bauer, nutritionist and healthy living expert, the event invited media and influencers to experience Honor / Home Instead’s mission firsthand. Guests were encouraged to reflect on caregiving within their own families, sparking emotional engagement with the company’s message and introducing the new brand platform in an intimate, personal way.
Throughout the campaign, key Honor / Home Instead spokespeople, including gerontologist Dr. Lakelyn Eichenberger, were featured in national media offering insights on aging-in-place, Alzheimer’s care, and caregiver stress. This consistent presence across major outlets helped build the brand’s authority on topics central to the aging journey. Digital marketing and digital PR strategies supported the earned media efforts, ensuring continued engagement across platforms.
STRATEGY
RESULTS
The campaign delivered widespread media attention and strong engagement. Over a four- month period, more than 849 million media impressions were generated through over 150 placements across online, broadcast, and social media channels. The Joy Bauer-hosted event resulted in millions of organic social impressions and facilitated meaningful connections with media, including HGTV, Buzzfeed, Well + Good, and NBC New York. Momentum continued into the spring with executive thought leadership and ongoing coverage that sustained national interest.
This campaign demonstrated the power of emotionally grounded storytelling, expert credibility, and timely media outreach to drive awareness around aging and caregiving. By aligning communications with cultural moments and focusing on the caregiver experience, Honor / Home Instead was able to connect with new audiences and reinforce its identity as a compassionate leader in senior care. The integrated campaign helped shift the public narrative, introduced a modern brand platform with clarity and heart, and positioned the company as a relevant voice in both the consumer and health & wellness PR landscapes.
KEY TAKEAWAYS
