California Association of Health Facilities:

The power of emotion to protect.

This project started with a real and immediate threat to state funding for skilled nursing facilities. The intent was to squarely address California legislative and policy decision makers in a way that would reverse almost-certain cutbacks and closures. Step 1: Assemble a communications team able to take the dry facts and give them the emotional bite needed to sway hearts and minds. Which is an approach, come to think of it, that would be even more relevant today. Step 2: A major victory for California’s elders.