This interview is with Peter Lewis, Chief Marketing Officer at Strategic Pete.

Peter Lewis, Chief Marketing Officer, Strategic Pete

Peter, can you please introduce yourself to our audience at CarePatron and tell us a bit about your background with Long-Term Care documentaries?

I’m Peter Murphy Lewis, a marketer, storyteller, and someone who’s had the privilege of walking alongside healthcare workers as a CNA early in my career. My journey has taken me from running a travel company in South America to hosting a TV show where I explored everything from welding to traditional Chilean rope-making.

Hosting LTC Heroes gave me a front-row seat to the real challenges and victories faced by long-term care workers. That's why recently my focus has been on a passion project: creating the documentary series People Worth Caring About. It's raw, emotional, and shines a light on the unsung heroes of long-term care.

We’re talking about 17-year-old CNAs who are stepping up in ways most adults wouldn’t dream of and 70-year-olds who simply can’t imagine retiring from this work. It’s designed to educate and inspire, addressing the critical need for a younger generation to see long-term care as a rewarding, vital profession.

How did you first become involved in the world of Long-Term Care documentaries, and what experiences led you to where you are today?

The idea for People Worth Caring About came during a conversation with the board chair of the Nebraska Healthcare Association. We were reflecting on caregivers—how they've touched so many lives, including my grandparents'. It hit me that no one was telling their stories, and I thought, "Why not focus on the people doing the caring?"

Since its release, the project has gained recognition in McKnight's Senior Living, the AHCA Journal, Becker's Healthcare Podcast, and even at LTC 100. My time hosting Aquí Te Las Traigo Peter in South America taught me how powerful it is to explore people's lives and their passions. That same curiosity eventually led me to the world of caregiving.

What do you think is the most important story that Long-Term Care documentaries can tell, and why do you think this is so impactful?

"People Worth Caring About" is crafted as seven punchy, emotionally-charged episodes, designed to meet people where they are today. We’re a binge-watching world. These shorter stories pack the kind of impact that grabs attention without losing depth or heart.

At one of the seven nursing homes I visited, I met Kim, a resident who uses her phone to communicate because speaking isn’t possible for her anymore. She typed out a message that floored me: “I am dying but glad they are by my side.”

It’s impossible to hear that and not feel the weight and beauty of what caregiving means. Long-term care documentaries break through stereotypes and highlight the quiet heroism that defines this work. They compel us to see caregiving not just as a job, but as an act of dignity, love, and sacrifice.

Can you share an example of a Long-Term Care documentary that you believe was particularly effective in raising awareness or prompting change? What made it stand out to you?

A documentary like "No Country for Old People" by Susie Singer Carter and Rick Mountcastle has a way of grabbing you by the collar and forcing you to see long-term care through a lens you can’t look away from. It shifts perception. The film holds a mirror to our society, showing the cracks in how we care for our elders and challenging us to do better.

What stood out to me was how it bridged the gap between awareness and accountability. It doesn’t just leave you informed; it leaves you uncomfortable in the best possible way, driving home that caregiving isn’t just a policy issue, it’s a human one.

Documentaries like this aren’t just films; they’re catalysts. And that’s exactly the direction People Worth Caring About is heading, with plans to expand the series to more states in the coming year.

From your perspective, what are some of the biggest challenges that filmmakers face when creating documentaries about Long-Term Care, and how can these challenges be overcome?

Making documentaries about long-term care isn't as simple as pointing a camera and hitting record. Long-term care is rich with stories that defy stereotypes. The challenge lies in peeling back the layers to reveal the shared humanity in caregiving. When we created People Worth Caring About with the Nebraska Health Care Association, we knew the stories needed to feel raw and real while inspiring a sense of hope.

That wouldn't have been possible without incredible people like Amber Lihs, Lindsay Kant, and Vale Essus. Another challenge is access—getting into these communities and building enough trust to allow residents and caregivers to open up. That takes time, respect, and a willingness to be vulnerable yourself. But the payoff is huge: moments that can reshape how people see this industry, like a caregiver saying, "It's hard work, but it's family."

What advice would you give to aspiring filmmakers who are passionate about sharing the stories of those in Long-Term Care settings?

Be ready to roll up your sleeves, and I don’t mean just for filming. One minute you’re behind the camera, and the next you’re baking a cake with residents or curling someone’s hair for their big day. You’ve got to immerse yourself, laugh with them, and sometimes get your hands dirty to truly understand their world.

You’ll meet people like Cheryl, an activities director who has done everything from being a CNA to a medication aide, and now spends her days helping residents bake cakes and rediscover joy in the simplest moments. Be curious, be humble, and don’t be afraid to learn as you go. Also, brush up on your noodle-ball skills. It’s a crowd favorite!

How do you think Long-Term Care documentaries can be used to educate the public and promote greater understanding and empathy for seniors and individuals requiring long-term care?

Long-term care documentaries have a unique ability to reframe the way we view aging and care. When you see seniors dancing at a pep rally with a local high school or planting succulents with students, it breaks down the stigma of long-term care as a place of decline and our idea of what aging looks like.

Documentaries have the power to pull people out of their assumptions and into a world full of life, laughter, and real relationships. They can shift conversations from "how do we manage care?" to "how do we create bonds that honor life?" And honestly, if a 90-year-old can dominate at noodle ball or plant a succulent with more style than you, maybe it’s time we start taking notes.

Looking ahead, what are your hopes for the future of Long-Term Care documentaries? Are there any emerging trends or topics that you find particularly exciting or important?

I’m thrilled about the next chapter for People Worth Caring About. We’ve got plans to film in more states next year, with several deals already locked in. We’re intentionally limiting this opportunity to a handful of states to ensure the depth and quality of storytelling remain strong.

Beyond the series, we’ve developed workbooks for schools—starting with primary classrooms—to teach kids early on about the value of caregiving and what it means to truly care for one another. The bigger picture is to take this short-series format and bring it to other industries across the U.S. that keep our communities running but rarely get the spotlight. It’s a long-term vision grounded in practical steps.

Where can our audience at CarePatron go to learn more about your work and the Long-Term Care documentaries you've been involved with?

You can connect with me on LinkedIn under Peter Murphy Lewis, where I regularly share updates and insights about caregiving and long-term care. For "People Worth Caring About," you can watch the full docuseries on YouTube or visit the Nebraska Health Care Association’s website, which hosts all the episodes and additional resources.

There are also a few great articles published online—feel free to explore and join the conversation about the vital work caregivers do every day.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thanks so much for having me. If you get a chance to watch People Worth Caring About, I’d love to hear your thoughts—feedback, suggestions, or even a story of your own. Wishing you an incredible start to the year!