Ad Slogan Reflects Flushing House’s Novel Approach

As Baby Boomers transition into Golden Agers, their attitudes and ideas about senior living are undergoing radical change. This is a generation of people who in their lifetimes have had more opportunities than any other in human history—an expansive range of choices in occupational mobility and variety, recreational pursuits, housing, travel, personal relationships and, especially, lifestyles.

The result has been a dramatic shift in how older people expect to live out the final chapters of their lives: not as passive onlookers, but as active, aware, engaged human beings. In response, new models of residential living have emerged, most notably the “assisted living” facility. Here, older adults are expected to quietly live out their lives, finding ways to pass the time, while having ready access to the medical care they will inevitably need.

However, a large proportion of these seniors really can and do want to carry on a more independent and active lifestyle, even in the face of declining physical abilities. For these go-getters, an innovative residential community in Flushing has been serving up a unique combination of good times, good friendships and good healthcare for years.

Well before the concept of assisted living became popular, Flushing House pioneered its own style of truly independent yet community-oriented living for active older adults, coupled with supportive services as needed, plus a full menu of activities, outings and events for the adventurous. Launched in 1975 by a nonprofit religious group, Flushing House provides convenient, affordable, private apartment living for seniors who can live independently provided they have some help with the day-to-day burdens of keeping up an apartment.

Flushing House not only runs itself differently, it markets itself differently.

Recently, the community re-examined its own advertising messages, along with those of other institutions, and noticed that they all seemed to sound alike. “The Finest Care...”, “The Best Care Anywhere...”, “The Best Value...”, and so forth. For an organization as unique as Flushing House, this just wouldn’t do.

Community Relations Director Robert Salant turned to Che-Noble Advertising, Inc., a New York healthcare marketing and corporate identity firm, to consider one crucial question: Can a new tag line that captures the essence of an independent senior lifestyle actually help people of all ages attain a more positive approach to life?

Salant, together with Gary Siegel, president and creative director of Che-Noble, decided it was time for a fresh advertising message, including a new tag line. Said Salant, "We believed that if we were going to create a new tag line, it should make an important statement that reflects how our community views life and living.”

The result was a new marketing stance that more clearly expresses the lively spirit and rich, rewarding lifestyles that are nurtured at Flushing House. That spirit is embodied in a new tag line appearing in a new batch of ads, and reads: “Celebrate living every day.”

“Our new advertising message reflects the high quality of life that can be achieved in a worry-free, self-directed atmosphere of caring, companionship, dignity and respect,” Salant said. “At Flushing House, we cultivate the art of living well, yet, as a result of our not-for-profit status, we are able to keep costs down. The bottom line is very simple: our mission must come first, and that mission is to provide a safe, enjoyable and affordable retirement experience for our residents.”

One look at a typical month’s schedule of activities, viewable online at www.flushinghouse.org, and one would have a hard time thinking of this crowd as retired. Just as well—it’s the only way they would ever have time to participate in even a fraction of the goings-on at Flushing House.

Flushing House, a 12-story, 319-unit building, specifically designed and built for active senior living, was completed in 1974 by a religious organization today known as the United Adult Ministries; the first residents moved in during 1975. An affordable monthly rent covers studios and one-bedroom apartments, each equipped with a bathroom, individually controlled heat and air-conditioning and a euro-style kitchenette.

To assist residents with daily tasks, a full range of services is offered. Continental breakfast, lunch and dinner are served daily in a large, restaurant-style dining room. Weekly housekeeping and linen exchange service is provided, as well as concierge service, 24-hour security with emergency intercoms in all apartments.

A comprehensive activities program includes arts and crafts, concerts, a computer learning center, fitness center, movies, game nights and two bus outings each week. Other in-house services include a Flushing Savings Bank office, an interfaith chapel, library, game rooms, professional beauty salon, general store, TV lounge, and a popular rooftop lounge overlooking Manhattan’s panoramic skyline.

Flushing Hospital Medical Center operates a satellite health clinic on the first floor, and residents can also use any physician they select. VIP Healthcare, a licensed and certified home health care agency, has an office in the building. Services include assistance with bathing, hygiene and dressing, as well as self-medication management. Residents can access this agency or any provider of their choice.

Residents enjoy their own private, spacious apartments, and are free to come and go, to entertain family and friends and to make their own financial decisions. As residents advance in years, Flushing House offers a wide range of supportive services tailored to make living easier and more enjoyable, so their active and independent lifestyles can be maintained. The focus always remains on convenience, freedom of choice, and options.

For more information, call 1-888-987-6205 or visit www.flushinghouse.com.

Well before the concept of assisted living became popular, Flushing House pioneered its own style of truly independent yet community-oriented living for active older adults, coupled with supportive services as needed, plus a full menu of activities, outings and events for the adventurous.