What comes to mind when you hear “long-term care?” For many, it’s likely an outdated image—rows of beds, sterile environments, maybe even the misbelief that it’s just a “last stop” for seniors. But Nebraska is flipping the script with a groundbreaking initiative that puts the heart, humanity, and heroism of long-term care workers front and center.
People Worth Caring About, executive produced by Strategic Pete, follows renowned host Peter Murphy Lewis as he spends 7 days in 7 different nursing homes across Nebraska. The series shines a light on the unsung heroes working tirelessly to care for seniors and address the workforce challenges that have plagued the industry for years.
In an article by Paul Bergeron, published on October 22, 2024, we get a glimpse of how the Nebraska Health Care Association (NHCA), led by President and CEO Jalene Carpenter, is leading the charge to reshape how long-term care is viewed.
NHCA is a nonprofit member association, and this series is what documentary storytelling for nonprofits looks like when it is funded and scoped properly.
For the brands and associations weighing the same route, this is what sponsoring a documentary series looks like in practice. It is also a working example of documentary storytelling for industries the public rarely sees, where the film exists to change a belief rather than to fill a content calendar.
This seven-part series, premiering on October 24, offers more than just a peek into nursing home life—it celebrates the everyday heroes who dedicate their careers to caring for our seniors.
Nebraska faces a pressing workforce issue, with registered nurses, nursing assistants, and licensed practical nurses ranking among the top job openings statewide. But the NHCA isn’t just focused on filling those roles—it’s working to redefine them, highlighting the value and purpose that come with being part of the long-term care industry.
Reality TV Meets Long-Term Care: The Power of Storytelling
People Worth Caring About brings a reality TV-style approach to show the raw, emotional, and inspiring work happening inside Nebraska’s nursing homes and assisted living communities. Filmed across seven facilities statewide, the series, hosted by Peter Murphy Lewis and produced by Golden Gen Movement’s Amber Lihs, dives deep into the real stories of caregivers—some who have been in the industry for over 40 years.
As Carpenter points out, “It’s a very real, hands-on experience,” stripping away the gloss of typical promotional videos to show the full breadth of what it means to work in long-term care. This series isn’t about “selling” the industry—it’s about showing the human connection, the impact, and the real heart behind the work.
The docuseries also plays off the success of Peter’s previous TV show in South America, “Aqui Te Las Traigo Peter,” where Peter spent years documenting the lives of Chilean workers in traditional trades—many of which are disappearing in the modern world.
Like People Worth Caring About, that show was all about highlighting unsung heroes, people whose work is often overlooked, but whose contributions to their communities and families run deep. Think Mike Rowe’s Dirty Jobs meets Anthony Bourdain’s No Reservations, with Peter bringing his unique sociological lens and storytelling flair.
It’s this same approach that Peter brings to Nebraska’s long-term care workers—showing the world their dedication and compassion, not just through scripted moments, but by stepping into their shoes.
Want to see what else Peter has worked on? Check out the Televisión Nacional de Chile (TVN) YouTube channel for a glimpse into “Aqui Te Las Traigo Peter” and the incredible people of Chile.
Why It Matters: Changing Perceptions for the Next Generation
One of the key objectives of this docuseries is to inspire younger generations to consider careers in long-term care.
As Peter shared during his interview with Carpenter, “This could be done at the middle school age… at high school… and that’s where I hope for the biggest impact.”
By showcasing the emotional depth of long-term care work, the NHCA is opening eyes and minds to a career path that is often misunderstood yet incredibly rewarding.
In an effort to reach students, the NHCA is also launching initiatives like the Nebraska Health Careers Pipeline Initiative, which provides real-life healthcare exploration experiences for students in grades 3-12.
Programs like these, combined with powerful storytelling from People Worth Caring About, are changing the way young people view healthcare jobs.
What’s Next?
Beyond the premiere, the NHCA aims to continue pushing boundaries. Whether it’s translating their Nurse Assistant Manual into Spanish to create greater accessibility or advocating for immigration law changes through the Nebraska Alliance for Thriving Communities, they’re building a robust and inclusive workforce.
With long-term care positions making up more than half of Nebraska’s job openings, the timing couldn’t be better.
As the docuseries hits the screens, it’s set to not only fill positions but inspire a whole new generation to see these roles for what they truly are—People worth caring about. For the wider picture, see our guide to telling a company story well.
Final Thoughts
The power of storytelling cannot be underestimated, especially when it comes to changing perceptions. People Worth Caring About is more than just a documentary—it’s a movement. It’s a movement toward understanding, appreciation, and a long-overdue spotlight on the unsung heroes of healthcare.
And as Peter Murphy Lewis says, “And if you’re coming tomorrow, come out and see what life is about. We don’t need to be looking at our cell phones. We need to be thankful, be optimistic, and connect with the people who are pillars of our community.”
Nebraska is ready. Are you?
Read the full article by Paul Bergeron: https://www.providermagazine.com/Articles/Pages/Nebraska-Health-Care-Association-Programs-Drive-Workforce-Development.aspx
Don’t miss the premiere of People Worth Caring About on October 24 at the Rococo Theatre: https://nehca.org/NEHCA/nehca/Events/24PWCA.aspx
And if you’re looking to inspire the next generation of caregivers, grab the Scholar Workbook designed for students and schools! https://drive.google.com/file/d/1-PS0NBi7DJ6Z1HxWg8EMHrLViZ8rzcyO/view?usp=drive_link
Watch “Aqui Te Las Traigo Peter” on YouTube and discover the heart and soul of Chile’s unsung heroes: https://www.youtube.com/watch?v=biTjZKrj_XI&list=PLksy8l_awKUn0mbOXRxy579CDZ9hets9U
The marketing engagement behind this series is described in full on our senior living marketing agency page.
