Transforming Long-Term Care



Advancing more equitable and affordable long-term care solutions for communities on the margins.

Digital Experiences
Digital Experiences
Executive Brand
Executive Brand & Communications

Market Context

Long-term care services are intended to meet a person’s healthcare needs when they can no longer perform everyday activities independently. Our country’s existing long-term care system exacerbates inequities, particularly among people of color and women. The care workforce is rife with low pay, limited training, and has demanding conditions — resulting in high turnover. Consumers struggle to pay for care and are forced to spend down their life savings to get the support they need. Unpaid family caregivers are often left to carry the burden of support for their loved ones, thus limiting their own opportunities for wealth generation. These problems continue to multiply as our population ages, and the demand for a larger care workforce grows. MIT has a vision and strategy for resolving these deep challenges.


MIT’s Community Innovators Lab (CoLab), and its Mel King Fellowship program, has envisions a long-term care system that empowers marginalized care workers and preserves the dignity of those in need of care. The challenge was how to drive change and influence perception by communicating planful solutions to legislators, advocates, and funders?

It’s no secret that our long-term care system needs a dramatic reform. A more inclusive plan for financing long-term care. A model for a more sustainable care workforce. Formative’s remit from MIT was to share its vision for these solutions with those who can influence outcomes.


1. Develop an engaging long-term care resource hub to build awareness.

Long-term care is an ever-changing landscape at both state and national levels. Legislators, advocates, and funders need a central resource that is trustworthy and informative.

Our team created a national long-term care resource hub that defines the current crisis and highlights planful solutions. The resource hub offers helpful and up-to-date materials like state-specific data and landscape reports. It is an accessible tool for audiences at all levels: from those learning about long-term care to those who have a vested interest in creating policy change in their communities.

2. Tell the stories of long-term care that present challenges and opportunities in relevant, relatable ways.

For the care workforce and consumers, long-term care is often a quiet crisis. The root issues are often inter-connected while the solutions can be complex and decentralized.

Our team collaborated with national leaders in the long-term care policy and advocacy space to gain a deep understanding of the core problems affecting the care workforce and consumers, alike. We conducted in-depth interviews to understand how historical policy decisions have shaped today’s long-term care financing models; we studied how our societal customs led to a care workforce suffering from low pay and high turnover.

The resource hub explains the importance of creating public policy that covers consumers who don’t qualify for Medicaid and can’t afford to pay for care out-of-pocket. It highlights worker cooperatives to empower the care workforce with greater income generation and more sustainable working conditions. We added easy-to-read infographics that detail the challenges facing the long-term care system, and with opportune pathways for more equitable solutions.

Across the resource hub, we use an uplifting and action-oriented tone to offer the encouragement and resources to make change possible.

3. Build out a communication plan and launch the resource hub nationally to audiences that matter.

Change-makers in the long-term care space operate at many levels across the nation. They may focus on the care workforce, consumers, or a combination of both.

Our communication strategy outlines the long-term care crisis, making it approachable for a variety of audiences. It highlights solutions and successful strategies at state and national-levels. Our approach is brought to life on the resource hub with visual storytelling and an engaging digital experience.

To bring attention to the new resource hub, our team delivered a communication toolkit to partners who have large networks within key audience segments. The toolkits included guidance for using social media and newsletter content to drive audiences to engage with the resource hub and to attend MIT-hosted long-term care webinars. Additionally, we wrote op-eds for national publications that speak to the growing concerns of the long-term care workforce.


Our team's approach resulted in thousands of unique weekly resource hub engagements. The long-term care learning webinars gained sign-ups from around the nation and the world. And MIT CoLab grew partnerships with many policy and advocacy leaders to continue to advance more equitable long-term care solutions for communities in the margins.

What We Delivered

  • Communication Strategy
  • Audience Analysis
  • Visual Brand Exporation
  • Digital Strategy
  • UX / UI Design
  • Site Development
  • Launch Campaign