The Own Your Future Long-Term Care Awareness Campaign: Implications for CLASS


This policy brief describes lessons learned from the Own Your Future consumer awareness campaign in regard to the best means and messages to encourage long-term care planning and how this information may be useful for communications outreach for the CLASS Plan.

Date Updated: 04/06/2011

While 70 percent of persons age 65 and older will need long-term care at some point in their lives,1 most do not plan for this potentially devastating risk. Thus, the U.S. Department of Health and Human Services (DHHS) launched Own Your Future, a consumer awareness campaign designed to encourage Americans to take an active role in planning for long-term care needs. If individuals and families are more aware of this potential need, they are more likely to take steps to prepare for the future. From a public policy perspective, increased planning may increase private financing and may reduce the already excessive burden on public financing…

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