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During her 15-year career in marketing, 2005 Bluffton University graduate Charlene Coughlin has witnessed (and participated in) a shift in the industry toward positive marketing and advertising which can make an impact on a community.

“As marketers, we have the responsibility to do not only what’s right for the client but also for their customers,” explained the president of TWIST Creative. “We can both positively and negatively start a conversation. Our team often talks about how we can change culture through our advertising campaigns, and I think that’s what we’ve seen the last few years.”

Coughlin, who’s worked with companies ranging from Sherwin Williams to the Cleveland Natural History Museum, shared several examples of positive marketing during the Sept. 12 Forum “Marketing and Mental Health–The Industry’s Impact on Individuals and Communities.”

Columnist Bill Herr taught high school mathematics and science for 32 years before serving as a volunteer and then as a staff chaplain at two nursing homes. In this series of articles, he writes about his experiences with elderly residents. He does not use the residents’ real names.

By Bill Herr

In this series of articles, most of the experiences I relate involved nursing home residents experiencing some degree of dementia. The purpose is to show others ways to make their visits with such individuals as pleasant as possible.

There are about 15,000 nursing homes and 29,000 assisted living facilities in the United States, housing 2.1 million residents. One third of all Americans who die in a given year spend all or part their last six months in a senior care home. Nearly 80% of nursing home residents receive fewer than one outside visitor per month. Loneliness, hopelessness, loss of dignity and a lack of real purpose in living at an advanced age are among the primary emotional and spiritual issues that residents feel.  

Nursing home residents are blessed when they receive visitors. I met a new resident, John, who was outgoing, friendly and liked to talk.  He had a plaque on the wall of his room that was given to honor him when he retired as fire chief in his local community.