Related Work | May 22, 2022
InnovAge PACE Case Study
In our InnovAge PACE case study, Karsh Hagan shows how we created an entirely new way of talking about senior care using brand and media strategy.
For seniors, staying happy often means keeping their independence. When simple things like staying in their home, participating in hobbies, and enjoying time with friends and family become more difficult, it can be devastating. InnovAge PACE, the Program of All-inclusive Care for the Elderly, is an innovative approach to help seniors keep their independence and enjoy their lives.
Our research showed that changing perceptions about senior care would take more than education. Seniors and caretakers have strong pre-conceived ideas about traditional nursing homes, assisted living facilities, and adult day care. InnovAge PACE is truly different, but we couldn’t just say that. We had to make people feel it.
To better understand what the brand and PACE were all about, Karsh Hagan visited multiple InnovAge PACE centers in multiple states. We couldn’t help but notice how happy and energized both the seniors and the staff was. It felt like coming home. A place where everybody, dare we say, knows your name. And they’re always glad you came. So the theme song from Cheers became the anchor for the TV spot and a campaign that highlights InnovAge’s solution to helping seniors age on their terms. We captured this same emotion through photography depicting seniors celebrating their independence for tactics including print, digital and out of home.
In the first week after launching the campaign, it has already been met with enthusiastic praise from both existing InnovAge participants and employees and potential new ones. Check out the TV spot above and see for yourself why InnovAge PACE centers are such great places for seniors – and their caregivers.