01 / Best Life Brands
Project OverviewFinding home care for a loved one with dementia is an emotional decision, one that families are often forced to make quickly. Most in-home care brands blend together visually while shying away from difficult truths. Cronin was tasked with creating a campaign for ComForCare that leads with honesty, helps struggling families feel seen, and breaks through visual sameness.
Target audience: the eldest daughter, who often becomes the default decision-maker when a parent is in crisis.
Insight:
When an elderly parent is diagnosed with dementia, the family foundation shifts. She goes from daughter to caregiver almost overnight.
The Idea: Let ComForCare be the caregiver, so you can just be family.
A Gallery of Memories
Through framed photographs of sentimental moments, we remind the eldest daughter of family life before she became her mother’s caregiver. We highlight the roles she once filled, from baking buddy to garden helper, aknowledging the pain of that sudden shift towards care.
Our message: ComForCare is here with a helping hand, so she can reclaim the moments that made them a family.
In our pitch, we use ad-lobs to show how the concept comes to life, and demonstrate how the campaign can translate across social media and a video spot.
Final Adlobs
After client feedback, we expanded our target audience to include spouses, helping the campaign resonate with a wider range of families. My copywriting partner and I created an additional version centered on an elderly husband, using intimate, nostalgic photos that honored his role as the family’s road-trip navigator. Our outcomes:
Approached dementia care with sensitivity and honesty.
Created a visual identity that feels fresh, dignified, and emotionally grounded.
Built a flexible concept that is applicable to print, social, and video.