"3 in 4 Need More" is an awareness campaign run by the non-profit 3in4 Association, a 501(c)(6) corporation that seeks to inform Americans that health insurance isn’t enough. Millions need more: long-term care planning to cover longer-lasting illnesses and disabilities not covered by regular health insurance or Medicare.
The campaign focuses on four objectives: (1) Spread the word among the public that "3 in 4 Need More" than health care insurance; (2) Support Congressional moves to provide additional tax deductions or rebates to help people better afford long term care products; (3) Stimulate others in industry, education, and government to join the "3 in 4 Need More" campaign, making use of the logo and other visuals to spread the word; and (4) Educate the public on private programs and federal entitlement options.
History
In 2009 Jonas Roeser saw the need for an awareness campaign like the Got Milk? campaign, launched in 1993, which has motivated millions of Americans to consider milk instead of less-healthful alternatives such as sugary soft drinks. Roeser is the former Chief Marketing Officer and VP of Operations for LTC Financial Partners, LLC (LTCFP), one of the nation's largest long-term care insurance agencies representing multiple insurance carriers. Concerned that only 8% to 10% of those who could benefit from LTC insurance had it, Roeser reasoned that a public awareness campaign was needed to reach the "missing 90%" whose lives would be improved by the protection.
Consulting with EraNova Institute, which provides public relations services to LTCFP, Roeser sought an appropriate slogan. Input was also solicited from key members of the LTC Guild, the long-term care insurance industry's social network with local chapters. After much consideration, "3 in 4 Need More" was chosen, based on the statement by the U.S. Department of Health and Human Services, that "Almost 70% of people over 65 need LTC." Additional validation for the slogan was later provided by a Prudential Financial Inc. study showing that 74% of consumers ages 55 to 65 are concerned about needing some kind of long-term care.
The campaign was first launched on the LTC Guild website. Then in 2010 the non-profit 3in4 Association was formed to embrace sponsoring organizations and manage the "3 in 4 Need More" campaign. Jonas Roeser was made President, managing the strategy, organization, and marketing that drive the campaign. Margie Barrie, Principal of TCI Consulting Group, was made Vice President; and Mark Goldberg, President of ACSIA, was made Treasurer. Over 18 organizations, including insurance carriers, agencies, care providers, and publishers, now back the organization and its objectives. In 2011 long-term care advocate and author Dr. Marion Somers joined the campaign, promoting the 3 in 4 message in major cities, on television, and in the press.
Roeser and "3 in 4 Need More" sponsors believe that Washington and the states will embrace the campaign as a way to control escalating Medicaid costs. Medicaid now pays for the bulk of long-term care services, usually provided in nursing homes after private funds are exhausted.