2007 Press Releases
DMW Worldwide Chosen to Promote AALTCI's Long-Term Care Awareness Week
Award-winning agency is selected by the American Association for Long-Term Care Insurance to target financial professionals as part of grass-roots awareness campaign.
Wayne, Pa. - August 17, 2007 - Long-term care insurance is an important component of financial planning for many seniors. Currently eight million Americans have long-term care protection, and last year the industry paid out $3.3 billion in benefits with one-third of those dollars applied toward in-home care.
Aware of the perceived complexity in purchasing long-term care insurance and the threat of negative publicity, the American Association for Long-Term Care Insurance (AALTCI) established Long-Term Care Awareness Week in 2002. Long-Term Care Awareness Week is dedicated to bringing the issue of future planning to top-of-mind status among consumers. This year's Long-Term Care Awareness Week will be November 4-10.
The AALTCI has selected DMW Worldwide LLC to create the print ad campaign targeted at non-traditional producers, among them financial planners and investment advisors. The ad, which features the proverbial ostrich with its head in the sand, is designed to drive financial professionals to a special Website during October and November. Once on www.YOURLTCSUCCESS.com, financial planners will find free client letters and scripts, an overview of tax-advantaged rules for individuals and business owners, and five-minute online audios. All tools will be available at no cost or obligation to make it easier for financial professionals to sell long-term care protection to clients.
Long-Term Care Awareness Week 2007 is supported by leading issuers interested in further educating the marketplace. These insurers include Allianz, Genworth Financial, John Hancock, MassMutual, MedAmerica, MetLife, Mutual of Omaha, Penn Treaty, Prudential, and Transamerica.
“We want financial planners to know that we support them in their efforts to educate the American public about long-term care insurance. We feel strongly that it is important for people of all ages to understand how long-term care insurance provides them and their loved ones with choice and control, allowing families to care about a person, not for a person,” said Jesse Slome, Executive Director of the American Association for Long-Term Care Insurance. “We chose DMW to create and manage the ad campaign targeted at financial professionals because of the agency’s deep expertise in selling insurance in the mature marketplace.”
Warren Hunter, President and CEO of DMW, added, "The sale of long-term care insurance requires education and support. The objective of this campaign is to promote awareness of the need for long-term care insurance among financial professionals, and to provide tools and information that will help them to educate the end consumer by opening a dialogue."
The ad is designed to be thought-provoking and benefit-driven, and includes a strong call to action. It will appear in several industry publications including Advisor Today, Financial Advisor, Financial Planning, Investment Advisor, Journal of Financial Planning, Journal of Financial Services Professionals, and Registered Rep.
DMW has been working with the mature market segment since 1996, with a client roster that has included 34 Blue Cross and Blue Shield organizations. DMW and its clients have been the recipients of countless industry honors such as the coveted Direct Marketing Association (DMA) ECHO Award, the National Mature Media Awards, the Philadelphia Direct Marketing Association (PDMA) Benjamin Franklin Awards for Direct Marketing Excellence, the Hermes Creative Awards, and Aurora Awards.
About DMW Worldwide LLC
DMW Worldwide is a full-service direct response advertising agency with offices in Wayne, Pa., and Plymouth, Mass. The ECHO Award-winning agency - which ranks 37th in the prestigious Advertising Age "Top 50 Direct Marketing Agencies" list - provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Internet marketing. Industries served include insurance, financial services, consumer products, B2B, and non-profit. Warren Hunter, President and CEO of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW's Website at www.dmwdirect.com.