Last year we helped craft the Face Aging MN campaign. It became a huge catalyst toward game-changing senior care reform in the 2015 legislative session.
But that was only phase one.
We still had larger goals to accomplish, primarily, giving a voice to seniors and making all Minnesotans aware of our growing aging society.
Our main task: update the website. The original site worked great, but this time around we wanted to inform and engage. This came down to producing a website full of relevant and confounding content. We gave a 94-year-old a blog, created an aging readiness checklist and provided aging-related articles from across the state. The result is a user-friendly site ready for anyone from 9-years-old to 90-years-old.
To drive site traffic, we planned our digital, outdoor and print very consciously. Billboards were selected in areas of high traffic—visible to a very specific audience. Copy was pinpointed to the city or county it would appear in. Thus, creating comparisons that hit home with our targeted audiences, and evoked action.