Approach
The team conducted research, including a Business Exploration and View From the Field with older adults, caregivers and community members to gain first hand insight on the impact of elder abuse and neglect and develop an understanding of the authentic language and emotions of the community relating to this societal issue. Out of this research, the team developed a campaign theme and brand positioning: Ageless Alliance - United Against Elder Abuse, key benefit statements about the brand and logo. The team also developed a fully integrated cause awareness strategy consisting of a website, PSA video, event flyers, email blast templates, promotional items and social media strategy leveraging Facebook, Twitter (X) and YouTube.
Impact
The Ageless Alliance was officially invited to launch at the White House
In addition to being invited to launch at the White House, the PSA video was shown at the White House where World Elder Abuse Awareness was declared. The movement has since turned into a non-profit organization, garnering pledges from community leaders, law enforcement and politicians.
Client kudos
“Elder Abuse touches millions of Americans and launching the Ageless Alliance is a very important part of mobilizing people across the country to become aware and involved in preventing it. The agency played an integral role in launching the movement and we are very appreciative of their support and expertise.”
Dr. Laura Mosqueda
Associate Dean of Primary Care and Family Medicine and Ronald W. Regan Endowed Chair in Geriatrics, UC Irvine
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