AccuCare provides comprehensive health care and support services to seniors who desire to continue living at home and supplemental care to those residing in a senior living community. The private duty nursing company sought to build awareness and contemporize their brand identity and image in order to create a leadership position. Unlike many other in-home senior living providers, AccuCare is owned and operated by RNs. This feature alone was essential to building a trusting relationship with prospective clients and their families. The campaign was built around this key differential, featuring seniors articulating their desire for the highest level of home care delivered with a heartfelt, family-inspired approach.