LTC Bullet:  Long-Term Care Awareness Campaign 

Tuesday, January 30, 2007 


LTC Comment:  People won't buy what they don't think they need.  LTC awareness is one important key.  After the ***news.*** 

*** TODAY'S LTC BULLET is sponsored by Claude Thau, a Master General Agent who helps LTCi producers nationwide.  Claude is the lead author of Tillinghast Broker World Individual and Group LTCi Surveys.  His mentoring skills help you build whichever market suits you best (individuals, executive carve-out, multi-life, affinity, financial institutions, referrals from other professionals, etc.).  As a Long-Term Care Partnership-promoter in many capacities, Claude may be able to help your state implement a Partnership effectively.  Test Claude by calling 800-999-3026, x2241 to discuss opportunities or *** 

*** SEVENTH ANNUAL INTERCOMPANY LTCI CONFERENCE will be held at the Adam's Mark Hotel, in Dallas, TX from March 25-28, 2007.  Visit for details and registration.  Known for its outstanding networking opportunities, this year's conference offers 20+ hours of exhibit networking.  Ten educational tracks led by top LTC specialists plus leading business.  Financial professionals from outside the industry will share their expertise and insights.  Opening the conference is the Distributors Roundtable.  And closing the conference, the popular CEO Forum is back.  Today's Bullet sponsor Claude Thau will be there.  So will I, presenting the blockbuster findings from the Center's latest LTC study in Texas. *** 

*** MILTON FRIEDMAN DAY was yesterday.  The great economist who recently passed away at age 94, and his wife and collaborator Rose Friedman, show their wit and wisdom in this 1998 interview by NCPA president John Goodman at:   Don't miss it! ***   



LTC Comment:  Education alone won't wake the public up to the need to plan for long-term care.  Even the endorsement of state governors and high-level federal officials will not break through consumers' denial.  As long as government continues to fund the vast majority of all paid LTC services, most people will remain oblivious to the real risk.  That is the risk that Medicaid and Medicare won't be there in the future as in the past to indemnify them for failing to plan for long-term care. 

Nevertheless, although insufficient alone, education and official endorsements are critically necessary measures to persuade Americans that long-term care is a personal responsibility and will become more and more so as time passes.  That's why we're passing on the following announcement.   

The Long-Term Care Awareness Campaign, with its "Own Your Future" initiative and the National Clearinghouse for Long-Term Care Information probably aren't news to most of our readers.  But maybe you haven't checked them out carefully yet.  Perhaps your state hasn't participated so far.  Never mind.  Check 'em out.  Get involved.  Use these great new resources.   

Of the 14 states that have participated so far in the "Own Your Future" campaign, I've personally conducted Medicaid and/or long-term care studies in eight of them over the past 25 years.  So I know as well as anyone that it takes the intellectual equivalent of Chinese water torture to get through to the American public about the importance of long-term care planning.  But persistence pays.  So, put these new tools to good use toward a noble, if challenging, cause. 

Long-Term Care Awareness Campaign 

Own Your Future 


Centers for Medicare & Medicaid Services
Office of the Assistant Secretary for Planning & Evaluation
Administration on Aging
National Governors Association
Awareness Campaign Overview 

The "Own Your Future" Long-Term Care Awareness Campaign is a national initiative to increase consumer awareness about planning for long-term care. Through a collaboration between the federal government and individual states, persons who are beginning the process of preparing for their retirement years are encouraged to include long-term care planning within their overall retirement goals. The federal government provides funding for a "core set" of Campaign activities, while the states provide sponsorship of the Campaign through the active participation of their Governors, as well as through their support of complementary Campaign activities. 

Many people do not like to think about their future long-term care needs and therefore fail to plan appropriately. If individuals and families are more aware of their potential need for long-term care, they are more likely to take steps to prepare for the future. From a public policy perspective, increased planning for long-term care will increase private resources for purchasing long-term care services and supports, and will reduce the burden on public financing sources as the national population ages. 

Campaign History and Funding 

The "Own Your Future" Awareness Campaign began as a Demonstration, and is now operating as an ongoing program with multi-year funding from Congress. In 2005 and 2006, U.S. Department of Health and Human Services (HHS) supported two rounds of Campaign activity, with nine states participating in the initial Demonstration phase. The nine Demonstration states were Arkansas, Idaho, Kansas, Maryland, Nevada, New Jersey, Rhode Island, Virginia and Washington. Based upon the success of the Demonstration campaigns, Congress enacted five additional years of funding through the Deficit Reduction Act of 2005. 

In September 2006, HHS announced the selection of additional states for participation in the "Own Your Future" Campaign, contingent on each state's ability to pass a Readiness Review demonstrating their preparedness. Currently these states are Georgia, Michigan, Nebraska, South Dakota, and Texas. Additional Campaign states will be selected in the years 2007, 2008, and 2009. 

National Clearinghouse for Long-Term Care Information 

In addition to providing continued support for the "Own Your Future" Campaign, the Deficit Reduction Act of 2005 also provided funding for the National Clearinghouse for Long-Term Care Information, an HHS-sponsored website that provides in-depth information about the risks and costs of long-term care, as well as long-term care planning options. The website, launched in the fall of 2006, can be found at