Building awareness for LTC planning is hard! Consumer awareness campaigns are expensive and take a big committment.
Some of the longest lasting attempts have been through the government (www.longtermcare.gov), a non-profit organization (www.lifehappens.org), and producer funded marketing organizations such as www.AALTCI.org.
However, those efforts suffer from a lack of money to make a big splash. On the other hand, a company like Genworth can devote resources to have an impact on the product. As a market leader they will directly benefit by new product sales.
The campaign includes radio advertisements in local markets and appearences at big events such as the Taste of Chicago.
Check out their latest campaign which is found at https://www.genworth.com/lets-talk