New to the program · aging parent · 28 words ≈ 10s (cap 30)
"If you're taking care of your mom or dad at home in Massachusetts, there's a program that pays you for it. Most families have never heard of it."
Community First AFC
The First Six · Shoot Kit v1
Your first six ads, ready to record
Six hooks, three bodies, two closes. Record each numbered line as its own short clip on your phone, and I'll assemble the six ads (and the spares) on my end. Every line has a word count next to it. You do not need to rush. You need to not add.
📋 Read this first · 2 minutes
How to record this (you've got this)
You don't need to be a videographer or memorize anything. Every numbered line in this doc is its own short, separate clip — just work down the list and record them one at a time on your phone. Follow the four rules below and you'll nail it. When in doubt, do 2–3 takes and we'll pick the best.
🔊 Audio Most important
- This matters more than how the video looks. Bad audio is the #1 thing that kills a clip — clear audio is the #1 thing that saves it.
- Record somewhere quiet. No fans, AC, TV, traffic, or wind. Big empty rooms echo — a normal furnished room sounds better.
- Get the mic close. Best: a cheap clip-on lav mic (~$20) or your wired earbuds with the built-in mic. No mic? Keep the phone about an arm's length away, not across the room.
- Test before you commit. Record 10 seconds, play it back, make sure your voice is crisp — then record the rest.
📱 Shoot vertical
- Hold the phone upright (portrait), never sideways. If it's filmed horizontal we can't use it for Reels/Stories/TikTok.
- Frame yourself from mid-chest up, eyes in the upper third, a little space above your head.
- Keep it steady. Prop the phone against something or have someone hold it — no shaky, walking-and-talking handheld.
💡 Lighting
- Light on your face, not behind you. Face the window or the sun — never stand with a bright window/sky behind you (that turns you into a shadow).
- Outdoors: open shade or early-morning / late-afternoon light is gold. Avoid harsh midday sun that makes you squint and casts hard shadows.
- Indoors: face a window, add a lamp if it's dim. Even, natural light beats a dark "cinematic" look every time.
🎬 Record modular (this is what makes it easy)
- One line = one clip. Don't try to perform the whole ad in a single take. Say one numbered line, stop, record the next. We assemble them afterward.
- Stay consistent the whole session — same shirt, same spot, same framing — so any clip snaps together with any other. This is the secret to the 36-ad system.
- Mess up? No problem. Just re-record that one line. Give us 2–3 takes of each and we'll grab the best one.
- Talk to one person — imagine a neighbor across the fence, not "a camera." Real and natural beats polished. Pauses are totally fine.
- Suggested order: read the ⭐ Flagship Script first to feel the flow, then knock out the banks top to bottom — Hooks, then Bodies, then Closes.
The whole message in one breath: If you're caring for a family member at home in Massachusetts, you may qualify for a tax-free stipend of up to $1,700 a month, plus a nurse and a case manager who actually show up. Community First handles the paperwork, pays on time, and speaks your language. Support first, money in the same breath, and an honest answer to "is this real?"
🎣 Hooks
≤30 words each · record all 6The first sentence is the whole ad for most people. Say it like you're telling a friend something she doesn't know yet. Two or three takes each.
H1
H2
New to the program · identity · 22 words ≈ 8s (cap 30)
"You never called yourself a caregiver. You just stepped in because it was your mom. Massachusetts has a program for exactly that."
H3
New to the program · the skeptic · 27 words ≈ 9s (cap 30)
"Massachusetts will pay you up to $1,700 a month, tax-free, to care for a family member at home. I know how that sounds. Here's why it's real."
H4
Dream caregiver · parent of a disabled adult · 28 words ≈ 10s (cap 30)
"If your adult child has autism or a disability and you're still their caregiver, you may qualify for a monthly stipend and a nurse who comes to you."
H5
Switcher · the nurse who never comes · 22 words ≈ 8s (cap 30)
"When was the last time your nurse actually came to the house? If you had to think about it, that's the problem."
H6
Switcher · paid on time · 23 words ≈ 8s (cap 30)
"You shouldn't have to wonder when your stipend is coming. Ours lands the second Friday of every month. It has never been late."
🥩 Bodies — "The Meat"
≤110 words each · record all 3This is the part where you explain it the way you explain it on the phone. Slow is fine. If a word isn't yours, swap it for yours and tell me what you changed.
A
New to the program · it's real, and here's the help · 110 words ≈ 46s (cap 110)
"It's called Adult Foster Care. It's a Massachusetts program, funded through MassHealth. The state would rather help a family keep someone at home than pay a nursing home many times more. So if you live with someone who has a chronic illness or a disability and needs help with everyday things, you may qualify for a tax-free stipend of up to $1,700 a month. And it's not just the money. A nurse and a case manager come to your home every month. They help you find a day program, make the referrals, and actually pick up the phone. I'm Keri. I started Community First because families deserve to feel heard."
B
Switcher · we pay on time and we show up · 105 words ≈ 44s (cap 110)
"I'm Keri, and I run Community First Adult Foster Care. Families switch to us for two reasons. The first is money. Our stipend goes up to $1,700 a month, tax-free, paid the second Friday of every month. We've never missed one. The second is that we show up. Your nurse and case manager come to the house, together when we can, evenings and weekends if your schedule needs it. Call the office and a real person answers. Leave a message and you hear back within 24 hours. Same program. Same member. Same work you're already doing. Just an agency that treats it like it matters."
C
Dream caregiver · the parent who's done it their whole life · 104 words ≈ 43s (cap 110)
"I'm Keri. I've done this work for sixteen years, and the families I think about most are parents caring for a grown child with a disability. You've done it their whole life. Nobody's paid you for it, and nobody's asked how you're doing. Adult Foster Care changes that. If you live together and they need help with everyday things, you may qualify for a tax-free stipend of up to $1,700 a month, plus a nurse and a case manager who visit every month, know your child by name, and help you plan for what comes next. That's what Community First does. People before programs."
📣 Closes
≤34 words each · record both1
Eligibility check · 29 words ≈ 11s (cap 34)
"Go to gocommunityfirst.com and take the sixty-second eligibility check. If it looks like a fit, someone from our team calls you within one business day. No pressure. Just answers."
2
Learn more · timeline honesty · 34 words ≈ 13s (cap 34)
"Tap Learn More, answer a few quick questions, and we'll call you within one business day to walk you through it. It usually takes one to three months. We do the paperwork with you."
🧩 How It Comes Together
⭐ The First Six
| # | Ad | Built from | Runtime |
|---|---|---|---|
| 1 | The aging parent (new to the program) | H1 + A + CTA1 | 167 words ≈ 66s |
| 2 | "I know how that sounds" (the skeptic) | H3 + A + CTA2 | 171 words ≈ 68s |
| 3 | "You never called yourself a caregiver" | H2 + A + CTA1 | 161 words ≈ 64s |
| 4 | The parent of a disabled adult (dream caregiver) | H4 + C + CTA1 | 161 words ≈ 64s |
| 5 | "When did your nurse last show up?" (switcher) | H5 + B + CTA2 | 161 words ≈ 64s |
| 6 | "Paid the second Friday, never late" (switcher) | H6 + B + CTA1 | 157 words ≈ 62s |
Runtime is derived from the word counts at a normal speaking pace (about 2.4–2.9 words a second). Worst case assembled: ~68 seconds, under the 90-second cap with room to breathe.
🧩 How it fits together
- One line = one clip. Say the line, stop recording, go to the next. I do the assembly.
- Same shirt, same spot, same framing for the whole session so any hook fits any body.
- Naming (optional, I can do it):
CFAFC_H03·CFAFC_M01·CFAFC_CTA01 - If you'd rather not be on camera: the words don't change. Whoever records them says their own name where it says "I'm Keri," and adds "from Community First."
- On-screen fine print (I add this in the edit, you don't say it): Stipend up to $1,700/mo depends on the level of care and is set by the MassHealth Adult Foster Care program. Caregiver and member must live together. Spouses, legal guardians, and parents of minors are not eligible paid caregivers. Eligibility is determined at intake.
📝 Ad Copy (Post Text)
the text that sits above the video · one per audience
New to the program
Primary: If you're caring for a parent, an adult child, or a sibling at home in Massachusetts, you may qualify for a tax-free stipend of up to $1,700 a month through the state's Adult Foster Care program. Plus a nurse and a case manager who come to you. Take the 60-second eligibility check to find out.
Headline: Caring for family at home? You may qualify for up to $1,700/mo, tax-free.
Description: A Massachusetts program. Real support. Real people who answer the phone.
Button: Learn more
Switcher
Primary: Already enrolled in Adult Foster Care and not seeing your nurse? Not sure when your stipend is coming? Community First pays up to $1,700 a month, tax-free, on the second Friday of every month. We've never missed one. Same program, same member, a team that shows up. See if a switch makes sense.
Headline: Your nurse should show up. Your check should be on time.
Description: Switching is one intake call. We coordinate the rest.
Button: Learn more
Dream caregiver
Primary: You've cared for your child with a disability their whole life. If you live together and they need help with everyday things, Massachusetts has a program that supports you: a tax-free stipend of up to $1,700 a month, plus a nurse and case manager who visit every month and know your child by name. See if you qualify.
Headline: Caring for your adult child with a disability? There's help.
Description: Up to $1,700/mo, tax-free. Nurse + case manager included.
Button: Learn more