Sunrise Senior Living

Strategy, Print, Copywriting

Sunrise Senior Living provides assisted living communities, Alzheimer’s care and hospice in the US, Canada and the UK.

Making decisions about the care of an aging parent isn’t easy and can be difficult to think about, let alone talk about. This campaign targets children who have aging parents that may require more care than immediate family can provide.

The ads feature black and white photography of children to evoke the emotion of childhood given that life roles are now reversed, where child becomes caretaker.

Sunrise Senior Living can improve the quality of your aging relative’s life. Which, in turn, improves the quality of yours.