Living Insurance Thought Leadership

Art Direction: Terry Douglas
Addl. Graphic Design + Production: Jen Owens Design
Copywriting: Sam Brown, Suly Salazar-Layton

Living Long Term is a kit designed to help position Long Term Care insurance as a way to maintain control over the future, as opposed to "nursing home insurance." The industry has undergone radical change in the last few years- both in terms of how to pay for LTCi, and what is available for consumers. The kit is meant to be used B2B2C. It consists of a custom built folder with a hang tag, a primary brochure, three secondary brochures and a company value prop piece.

For generations people have thought of long term care insurance as something that pays for nursing home costs — which, of course, it may. But there’s a better way to think about long term care insurance: as “living insurance” that helps you maintain your independence and quality of life, and preserves your relationships with the people you care most about. This kit was developed to help position LTCi as an affordable way for people to maintain control of their futures.

We wanted to build a folder to contain all the kit components in a functional, attractive way. This container also serves as a lead in to the project concept, and is tactile and intriguing. The word cloud on the hang tag is duplicated across the inside folder pockets in blind spot varnish. We chose dull finish silver rivets to complement the larger grey display typography, and used waxed cotton thread to fasten the package together.

Living Long Term can help shift consumer’s perceptions of LTCI from “nursing home insurance” to “living insurance”: a proven way to maintain the lifestyles they love in the future. It emphasizes the independence and quality of life LTCI can help protect, particularly in terms of receiving care at home.

This guide presents options for funding long term care, but points out that LTCI may provide access to benefits worth several times what a policyholder has paid in premiums. It highlights the power of LTCI to help protect savings and secure support for loved ones providing care. It also discusses the role smaller, lower-cost policies can play to secure meaningful benefits.

This guide makes the case that smaller, simpler, more affordable long term care insurance policies can provide meaningful coverage, helping clients pay for some of the care they could need while fitting into their budgets.

This brochure is designed to increase the awareness of couples without children around the unique long term care challenges they face. These include not having a “default” caregiver in place as couples with children might, and facing heightened expectations to provide care for their parents.

This brochure features real-life quotes from claimants and claims representatives emphasizing the emotional and financial value of owning LTCI. It also presents reasons why people choose to buy LTCI.