By Kimberly Sneed, PR/Social Media Supervisor
One of the most rewarding aspects of public relations is helping clients amplify issues that matter. For The Ferraro Group and Home Assist Health, Day at the Capitol was about more than a single event at the Arizona Legislature. It was an opportunity to raise awareness of Arizona’s growing caregiver crisis and educate policymakers, media and the public about the critical role home-based care plays in supporting seniors and individuals with disabilities.
The Challenge
Home Assist Health and the Elderly and Physically Disabled Providers Alliance (EPDPA) wanted lawmakers to understand the growing funding gap facing Arizona’s home and community-based care system. The issue affects thousands of vulnerable Arizonans and the caregivers who help them remain independent in their homes.
The organization’s legislative priorities focused on increasing awareness of chronic underfunding, workforce shortages and the need for sustainable investment in home care services. Key messages emphasized that home and community-based care improves outcomes, costs less than institutional care, and helps keep Arizonans healthy and independent. The coalition also advocated for a $2.5 million increase in the FY27 AHCCCS HCBS-EPD budget line item to help stabilize the system and support caregivers statewide.
The Strategy
Rather than relying solely on meetings with legislators, The Ferraro Group developed a comprehensive communications strategy designed to extend the reach of Home Assist Health’s advocacy efforts.
A key component was the creation of a media event recognizing Representative Julie Willoughby as Legislator of the Year for her support of home and community-based care providers. The award presentation provided a compelling news hook, created opportunities for media coverage, and highlighted bipartisan collaboration around issues affecting Arizona’s aging population and individuals with disabilities. The event also brought together caregivers, advocates and lawmakers for meaningful conversations about funding and workforce challenges.
In advance of the event, The Ferraro Group developed legislative messaging, talking points and media materials to ensure advocates communicated a clear and consistent message. We also created social media content to build awareness and support engagement before, during and after the Capitol visit.
Expanding the Conversation
The communications strategy extended beyond the Capitol grounds.
The Ferraro Group secured a statewide platform for Home Assist Health CEO Sara Wilson through an appearance on Arizona PBS’s Horizon, where she discussed Arizona’s rapidly growing senior population, caregiver shortages and the need for additional support for the home care workforce. The interview helped bring a complex policy issue to a broader audience while positioning Home Assist Health as a leading voice on aging and caregiving in Arizona.
We also worked with the organization to develop an opinion piece highlighting Arizona’s caregiver crisis, the growing demand for services, and the challenges facing the direct care workforce. The op-ed provided another opportunity to educate the public and policymakers about the importance of investing in caregivers and planning for Arizona’s future care needs.
The Results
While Day at the Capitol served as the centerpiece of the effort, the true success was creating multiple touchpoints for the conversation. Through legislative outreach, media relations, thought leadership, social media support and strategic event planning, Home Assist Health was able to amplify its message far beyond a single day at the Capitol.
The Lesson
Advocacy doesn’t end when the event is over.
The most effective public affairs campaigns combine legislative engagement with strategic communications that educate stakeholders, build public awareness and create ongoing opportunities for dialogue. By integrating media relations, thought leadership, event strategy and digital communications, organizations can transform a single advocacy event into a sustained conversation that drives awareness and impact.
