Jewish Home Earns National and Local Awards for the “Come Be You” Advertising Campaign
ROCHESTER, N.Y. — Jewish Home’s “Come Be You” marketing and advertising campaign launched in 2024 and continuing today has earned national and local honors. The campaign celebrates older adults living their best lives who want to “be themselves,” rather than being defined by their age.
The “Come Be You” campaign 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 that is rising up and not wanting to be defined by their age.
Awards were bestowed by three entities, two being national— HealthADAwards and The Aster Awards — and the Rochester Chapter of the American Marketing Association:
42nd Annual Healthcare Advertising Awards
- Gold Winner: Television Advertising Series. Out of 4,300 entries, the top 10% were awarded gold.
- Silver Winner: Magazine Advertising Series
- Merit Winner: Total Advertising Campaign
The Aster Awards
The Aster Awards Program celebrates its 25th year in 2025 and is “the nation’s most elite competition dedicated to recognizing the most talented healthcare marketing professionals for outstanding excellence in advertising, marketing and communications.”
- Silver Award for the “Come Be You Brand Campaign” in the Total Advertising Campaigns category.
- Bronze Award for the “Come Be You Brand :30 TV and :15 TV” entry in the TV/Video Advertising Series category.
American Marketing Association, Rochester Chapter
Jewish Home was named the winner in five categories of the Pinnacle Awards, which “celebrate marketing excellence.” All of the awards were for the “Come Be You” brand campaign:
- Paid Social Campaign
- Print Advertising
- Programmatic Campaign
- Radio Commercial
- TV Commercial / CTV Campaign
“We are honored to receive recognition for this campaign that reflects our belief that aging is a celebration of individuality, purpose and possibility. At Jewish Home, we offer a full spectrum of services to support older adults in living life on their own terms,” said Wendy Ferrer, Jewish Home’s Senior Vice President of Housing and Marketing.
About Jewish Home
For more than 100 years, Jewish Home has been helping older adults live their best lives. Guided by foundational principles, Jewish Home embraces the idea of home as a place where families gather, care for one another, and welcome all. Jewish Home offers all levels of care — from independent living to skilled nursing on their Rochester campus to a variety of services throughout the community. As the only Continuing Care Retirement Community (CCRC) in Rochester, Jewish Home is proud to be recognized for quality care and customer satisfaction—earning CARF International accreditation, as well as being certified a Great Place to Work® since 2020. For more information visit JewishHomeRoc.org or @jewishhomeroc on social media.
