Shirtless man in SNF billboard campaign draws eyeballs

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In today's social media-minded culture, any advertiser worth their salt knows going viral equals gold. One Connecticut provider achieved that landmark thanks to a sexy billboard for its new all-female skilled nursing wing.

Cheshire Regional Rehab Center in Cheshire, CT, put up a billboard featuring a hunky shirtless “nurse,” along with the tagline “Who's Caring For Your Mom?” last week. The ad worked, a Cheshire spokeswoman told, and the facility has been inundated with calls for its soon-to-open wing.

As for the eye candy? Alas, he's a stock photo model, not a real nursing home employee, the spokeswoman said.

Click here to see Cheshire's conversation-sparking billboard.