Seven out of ten Idahoans will require long-term care in their lifetime. When we were approached by an alliance of DSP (direct service provider) advocates, we knew we had the chance to make a difference in the lives of Idaho’s direct care workers—and those who need care/who self-direct their care.  We created a comprehensive marketing campaign to compel decision makers, direct care workers, and persons with disabilities to help solve Idaho’s current direct care worker crisis. Our campaign was rooted in storytelling and acted as a crucial first step to enact legislative change, inspire advocacy, and strengthen the sense of community and belonging for direct service providers.