NCDHHS
All Ages All Stages Campaign
The challenge
With our state’s aging population set to BOOM in the near future, the NC Department of Health and Human Services needed to successfully spearhead the initiative All Ages, All Stages NC. We had to launch a statewide campaign that could address issues without creating worry or fear. To complicate matters, however, there weren’t any tangible statewide proof points as senior programs, services and support are not yet uniformly available, in all 100 counties.
Our bold move
We recognized that older adults didn’t want to be reminded of pending woes and ailments. They needed to feel empowered and celebrated. To create a stronger connection we chose to spotlight the awesomeness that comes with age and living in North Carolina. Instead of presenting a problem-solution scenario, the ads celebrated life as a senior. Our audience loved the campaign: social media lit up with positive interactions and in real-world participation in NCDHHS surveys and workgroups.
