ROCHESTER, N.Y. — Jewish Home’s “Come Be You” marketing and advertising campaign continues to receive national and local recognition for its empowering and engaging messaging and imagery. The campaign celebrates older adults living their best lives who want to “be themselves,” rather than being defined by their age.
The recent awards acquired were bestowed by four entities — national honors from the Annual Healthcare Advertising Awards and The Aster Awards and local recognition from the American Marketing Association and American Advertising Federation.
The “Come Be You” campaign, which debuted in 2024, positions Jewish Home as an engaging and vibrant community for older adults that sees every person for who they are, and where all are welcome and supported — moving away from the negative stereotypes and stigma associated with aging. The campaign uses upbeat imagery and a striking black-and-white aesthetic to create a modern and energetic feel, with an invitation to “come be you.”
In developing a new brand positioning for Jewish Home, interviews were conducted with residents — and it was learned they were frustrated with misperceptions and stereotypes of aging. In their words, “This is not your mother and father’s aging. There is no more ‘age appropriate.’” The exploration found an audience not wanting to be defined by their age.
“We are deeply honored to receive awards for the second consecutive year for a campaign grounded in our belief that aging is a celebration of individuality, purpose, and possibility. At Jewish Home, we are privileged to walk alongside older adults as they define what living well means to them—whether that’s embracing community on our campus or remaining in the comfort of their own home with the support they need to thrive,” said Wendy Ferrer, Senior Vice President of Housing and Marketing at Jewish Home.
Jewish Home’s recent honors were acquired on top of several awards granted last year for the “Come Be You” campaign.
The 2026 awards are as follows:
43rd Annual Healthcare Advertising Awards
- Gold Winner: Total Advertising Campaign with TV
- Silver Winner: TV Advertising Series
The Healthcare Advertising Awards is “the largest and the most well-recognized healthcare advertising awards competition,” and provides a showcase for outstanding achievements in healthcare advertising.
The Aster Awards
Gold Award: Total Advertising Campaign in the “Long Term Care Facility” category.
The Aster Awards Program is “the nation’s most elite competition dedicated to recognizing the most talented healthcare marketing professionals for outstanding excellence in advertising, marketing and communications.” Jewish Home was recognized alongside collaborating advertising agency Prairie Dog.
American Marketing Association, Rochester Chapter
- Paid Social Campaign
- Print Advertising
- Programmatic Campaign
- Radio Commercial
- TV Commercial / CTV Campaign
Jewish Home was recognized for marketing excellence and named the winner in five categories of the Pinnacle Awards during a ceremony on June 4.
American Advertising Federation, Rochester Chapter
- Best of Show
- Gold Award: Photography, “Come Be You” campaign
- Gold Award: Video, “Come Be You” campaign
The Jewish Home advertising campaign was recognized with a “Best of Show” honor for creative work by Myers Creative Imaging, who captured the campaign’s striking black-and-white aesthetic with a modern and energetic feel to the invitation of “come be you.” Rochester Business Journal reported, “The message within the ads: older adults should act whatever age they feel, and the judges believed the images from Myers Creative portrayed that message perfectly.”
###