When a major publication like McKnight’s Long-Term Care News shines a spotlight on a project, people listen. And they’re listening now as Nebraska’s latest docuseries, People Worth Caring About, gears up for its much-anticipated premiere on October 24th.
The docuseries—executive produced by Strategic Pete and hosted by Peter Murphy Lewis—dives deep into the world of long-term care workers, the everyday heroes who often go unnoticed but are essential to our communities. Covering 7 days in 7 nursing homes across Nebraska, the series pulls back the curtain on what it really means to dedicate your life to caring for seniors.
McKnight’s On Board: Elevating Long-Term Care
In a recent article, McKnight’s senior editor, Kimberly Marselas, highlighted the importance of this project. The Nebraska Health Care Association (NHCA), led by President and CEO Jalene Carpenter, is pushing hard to reframe how long-term care is perceived. It’s not just about filling vacancies; it’s about changing the narrative.
The association behind it is a nonprofit, and that is not incidental — the same approach underpins our nonprofit video production work for foundations, 501(c)(3)s and member organisations.
The series isn’t some sterile promotional piece—it’s raw, emotional, and deeply human. The kind of content that makes you rethink what it means to work in long-term care. Through this lens, Peter Murphy Lewis not only tells stories but also steps into these roles, working alongside caregivers as a dietary aide, therapy assistant, and more.
The Power of Storytelling: From South America to Nebraska
The inspiration behind People Worth Caring About is rooted in Peter’s earlier work in Chile, where his TV show Aqui Te Las Traigo Peter captured the stories of Chilean workers in traditional trades. Much like that show, this docuseries shines a light on people who don’t often find themselves in the spotlight but are at the heart of their communities.
In Nebraska, Peter brings that same storytelling flair to the long-term care industry. Think of it as Dirty Jobs meets No Reservations but with a focus on the emotional impact of caregiving. These aren’t actors or scripted scenes—these are real people making a real difference.
Why “People Worth Caring About” Matters
In Nebraska, long-term care is facing a crisis. Positions like registered nurses and nursing assistants dominate the state’s job openings, and filling these roles has never been more critical. But this docuseries aims to do more than just recruit—it’s here to change perceptions. Filling those roles is a perception problem as much as a pay problem, which is the case for documentary storytelling that shows what the work actually looks like.
As Peter explains, “This series isn’t just for healthcare workers—it’s for anyone thinking about what they want to do with their lives. It’s about showing the heart behind the work and the real impact these people make every day.”
The goal is to inspire the next generation to consider long-term care as a viable, rewarding career path. And with the Nebraska Health Careers Pipeline Initiative launching alongside the docuseries, young students from middle school to high school will be introduced to the possibilities within the healthcare field.
What’s Next?
The premiere is just the beginning. The entire series is available online, free of charge at nehca.org/peopleworthcaringabout, and it’s already being integrated into CNA classes, career schools, and community colleges across the state. The NHCA has big plans for this series as a recruiting tool to show what’s possible in long-term care.
With Nebraska’s long-term care workforce shortage making headlines, People Worth Caring About couldn’t come at a better time. The docuseries isn’t just about filling roles—it’s about celebrating the people who make long-term care what it is and encouraging others to join the ranks. If you are new to the topic, start with our guide to how corporate storytelling works.
Final Thoughts: A Movement, Not Just a Documentary
People Worth Caring About is more than just a docuseries—it’s a movement. A movement to recognize the unsung heroes of long-term care and to inspire others to see the beauty and fulfillment in this work. The power of storytelling is undeniable, and this series is set to do what no recruitment video ever could—connect emotionally and authentically with the people who matter most.
Watch the docuseries Here.
Looking to inspire the next generation of caregivers? Grab the Scholar Workbook designed for students and schools: Download Here
Want to dive deeper into Peter’s storytelling? Check out the Televisión Nacional de Chile YouTube channel for a glimpse into Aqui Te Las Traigo Peter and the remarkable stories of Chilean workers.
And, of course, read the full McKnight’s article by Kimberly Marselas to see how this docuseries is set to change the narrative in long-term care: Read Here
Work on this scale is funded through documentary features and state sponsorships rather than ad budgets.
Companies that sell software, staffing or services into long-term care can read how we build demand on our B2B healthcare marketing agency page.
