New Ad Campaign in Missouri Urges "Care Not Cuts"

– Long term, post-acute care sector launches fall media effort to help preserve, protect, defend seniors' access to quality skilled nursing and rehabilitative care in Missouri –

ST. LOUIS, Aug. 30, 2011 /PRNewswire-USNewswire/ -- The long term and post-acute care profession is uniting to launch a nationwide informational campaign, "Care Not Cuts," and is running its first ad in the state of Missouri this week.  As Congress begins to examine ways to reduce the federal deficit, the American Health Care Association (AHCA) and the Alliance for Quality Nursing Home Care (Alliance) have partnered with the state affiliate, the Missouri Health Care Association (MHCA), to ensure federal lawmakers understand the vital need to preserve, protect and defend U.S. seniors' access to quality skilled nursing and rehabilitative care.

"Already coping with billions of dollars in reductions from health care reform and federal regulations, as well as a sluggish economic recovery, our facilities are feeling the impact," said Jon Dolan, Executive Director of MHCA. "This campaign raises awareness among Missouri's Congressional delegation that we cannot sustain any more cuts, and who better to deliver this message than the dedicated caregivers who serve our seniors every single day?"

Continuing through September 6, the first TV spot of the multi-month  campaign, "Nurses," features frontline caregivers. The text of the spot is as follows:

I work as a rehabilitation nurse.  I love what I do.
In the last five years, nursing homes have absorbed billions in Medicare and Medicaid cuts.
Even so, we've maintained high quality care.  
Now, there's talk of more, deeper cuts.  I understand the need for sacrifice.
We've given our fair share, and more.
But as a nurse who cares for her patients, I can tell you another round of deep cuts that target nursing homes simply goes too far.

Dolan said the informational campaign will proceed throughout the remainder of 2011 to draw attention to the fact local nursing homes and assisted living facilities are a critical part of the health care continuum, offering high-quality patient care and rehabilitation in a cost-effective manner. Long term and post-acute care facilities serve as a cornerstone of local communities' employment base – reliably providing more than 69,000 jobs in Missouri.

To view "Nurses," please visit www.carenotcuts.org.

About the Missouri Health Care Association
The Missouri Health Care Association (MHCA) is an association representing skilled nursing facilities, assisted living and residential care facilities  in Missouri. Membership in the association consists of licensed proprietary, non-proprietary nursing facilities and residential care facilities. The Missouri Health Care Association is dedicated to improving quality of life to the residents of long term care.

SOURCE Missouri Health Care Association