LeadingAge Marketing Campaign for the 2016 Annual Meeting
Indianapolis, IN
DESIGN BRIEF: Develop a marketing campaign for the 2016 LeadingAge Annual Meeting. The Campaign must be meaningful and engaging. Working together, we lead in; innovative practices that transform how we serve our aging population, cutting-edge initiatives to develop services that meet older adults’ needs, and preferences, as well as advocacy to advance the interest of the aging consumer.
WHO ARE LEADINGAGE?
LeadingAge has 5,000+ members and partners that include not-for-profit organizations representing the entire field of aging services, 38 state partners, hundreds of businesses, consumer groups, foundations, and research partners.
DESIGN STRATEGY
Why do people choose to work in the field of caregiving? Why do people choose to work with the elderly?
Most caregivers will say the benefits of their job are just as valuable as the service they provide to the people they look after. Both parties are making a difference in each other's lives, both parties can make a difference in each other's lives.
DESIGN IDEA
The campaign will be a call to action for all members of the aging services community. Together they, and we, can be a difference in each other's lives.
The message is clear: Both caregiver and receiver can be the difference in each other lives. The position of the subject inside and outside of the word 'be' creates a sense of fluidity with the design, representing the dynamic nature of working in and with the aging community.
Each template shows either a caregiver holding an image of the elderly person that is the difference in their lives, or vice versa.
In the background of the 'be' there are icons representing all the ways that this mutual relationship is beneficial to both parties.
