GENWORTH RECOGNIZES THE NATION'S CAREGIVERS IN NEW AD CAMPAIGN
Recognition Comes in the Shadow of Unprecedented Pressures on Caregivers
RICHMOND, VA, November 25, 2009 /PRNewswire/ — There are 120 million reasons to recognize caregivers in the U.S., and Genworth Financial (NYSE:GNW) will celebrate and give thanks to these men and women via the launch of a new national, multimedia advertising campaign this Thanksgiving holiday.
November is Long Term Care Awareness Month. Today it’s estimated that nearly 70% of people age 65 and over will eventually need some form of long-term care, most of which will be provided informally by family members outside of hospitals, nursing homes and other institutions. The Genworth ad campaign is a call to action for all Americans to not only share their caregiving stories but to be recognized for the promises they make and the care they provide family members.
“The new Genworth campaign celebrates the nation’s caregivers, 120 million strong1, who exemplify what it means to keep a promise to their loved ones,” said Michael D. Fraizer, Genworth’s chairman and chief executive officer. “This campaign recognizes real heroes, the everyday men and women who make commitments and stick to them and who lead by example to make a difference in their communities. We’re proud to salute those whose actions change the world around them — not just at Thanksgiving, but throughout the year.”
The campaign, which began on Monday and will run through mid-December, is a fully integrated campaign comprised of both traditional and social media components. The television ads will debut Thanksgiving Day during National Football League broadcasts on the CBS and Fox networks. In addition to the television network broadcasts, “banner” ads featuring the same theme will be seen on a variety of consumer and business websites, including Yahoo!, Fox, Bloomberg and the Wall Street Journal. To complement the TV and online ads, Genworth has also launched a Facebook Fan Page, which enables people to share stories and offer advice to other caregivers, and features a longer 45-second ad. The commercials were produced in California with four-time Academy Award nominee Janusz Kaminski behind the camera. Kaminski has been the cinematographer for nine Steven Spielberg films, including “Saving Private Ryan” and “Schindler’s List.”
Caregivers are also invited to log onto www.genworth.com/celebrates to share their stories, or those of their friends and families. People are also encouraged to visit Genworth’s “Cost of Care” center, its “Let’s Talk” long-term care website as well as YouTube to learn more about caregiving.
About Genworth Financial:
Genworth Financial, Inc. (NYSE: GNW) is a leading Fortune 500 global financial security company. Genworth has more than $100 billion in assets and employs approximately 6,000 people with a presence in more than 25 countries. Its products and services help meet the investment, protection, retirement and lifestyle needs of more than 15 million customers. Genworth operates through three segments: Retirement & Protection, US Mortgage Insurance and International. Its products and services are offered through financial intermediaries, advisors, independent distributors and sales specialists. Genworth Financial, which traces its roots back to 1871, became a public company in 2004 and is headquartered in Richmond, Virginia. For more information, visit Genworth.com. From time to time Genworth releases important information via postings on its corporate website. Accordingly, investors and other interested parties are encouraged to enroll to receive automatic email alerts and Really Simple Syndication (RSS) feeds regarding new postings. Enrollment information is found under the "Investors" section of Genworth.com.
1 Source: Opinion Research Corporation, 2005.