Illinois Department on Aging: Case Study

The Brief:
Two years into the COVID-19 pandemic, urgency around vaccines was lower than ever — and the thought of COVID precautions brought up feelings of fatigue. For senior citizens in Illinois, it was still critical to maintain annual COVID-19 vaccine and booster rates.

The Approach:
Marketing to senior citizens can – at times – feel paternalistic. I sought to frame vaccine decisions as an empowering health decision that allowed Illinois seniors to continue living their full lives.

The Message:
Rather than fear mongering around COVID-19 as a disease, I shifted the fear towards losing the joys of “normal” life and community in Illinois. We finally got back to the Illinois we knew so well – why would we risk losing that normalcy again?

Screenshot 2025-07-24 at 6.36.21 PM.png
Screenshot 2025-07-24 at 6.33.23 PM.png

Media Strategy:
Our media team layered zip code data (household income, voting records, incidence of co-morbidities like type 2 diabetes, etc.) with psychographic survey data. From here, we were able to target media planning to achieve optimal reach, such as the use of direct mail. The team also put together a digital media toolkit for the IDOA.

Campaign Creative:
For 12 months, our campaign platform flexed across both monthly and seasonal creative refreshes. I wrote original copy for radio, social media, and digital advertising creative, brought to life by our design team.