Home But Not Alone used holiday nostalgia to spark a real conversation about aging at home.

The holidays are when adult children start noticing their parents slowing down. They want to say something, but no one really knows how to bring it up. Instead of avoiding the situation, Home Instead leaned in. We used the iconic film Home Alone to start the difficult conversation between Kevin Mcallister and his mother.

The campaign drove over 1B impressions in only three weeks and received major press coverage. But the real win? It gave families an opening to talk about aging, independence, and support—through a story they already love.