In an era when attention spans are short and polished marketing is everywhere, authenticity has become the most powerful storytelling tool. Real faces, real voices, and real emotion connect with audiences in ways no script or slogan can. That belief drives filmmaker Peter Murphy Lewis, co-creator of People Worth Caring About, a YouTube documentary series that shines a light on caregivers in long-term care communities across the country.
During our latest Roundtable, Peter shared how storytelling can shift public perception of aging and care by focusing on the humanity behind the work. His philosophy—“human over Hollywood”—champions simplicity and sincerity, using caregivers’ voices to build trust and transform how people see senior living. Below are a few Fresh Perspectives from his presentation.
STORYTELLING AS ADVOCACY
Peter’s documentaries aren’t just creative projects, they’re advocacy tools that reframe how people see senior living. By spotlighting caregivers, he’s helping close the gap between perception and reality, showing the humanity and pride behind the profession.
CAREGIVERS AS BRAND AMBASSADORS
Rather than relying on polished marketing or executive voices, Peter believes trust should flow through caregivers. Their authenticity, warmth, and relatability build credibility in a way no ad campaign can replicate.
“HUMAN OVER HOLLYWOOD” APPROACH
His philosophy of keeping production simple—often just an iPhone and a good story—proves that emotional truth resonates more than cinematic polish. Real faces and raw emotion create stronger audience connection.
REGIONAL CULTURE SHAPES CARE
Through filming in places like Ohio, Kansas, and New Mexico, Peter discovered how culture deeply influences care, from joyful, music-filled communities to those shaped by Indigenous and Latin American traditions of respect for elders.
STORY AS A TRUST-BUILDING TOOL
Peter sees storytelling as a way to “de-risk” decisions for families. When potential residents see genuine care and connection, they stop worrying about amenities and start feeling comfortable with the people behind the community.
SIMPLE FRAMEWORK, POWERFUL IMPACT
His Before, After, and Amplify storytelling model helps even non-marketers craft emotionally resonant stories. By showing transformation—personal or professional—organizations can inspire empathy and engagement with just a few words.
Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
