Philadelphia Corporation for Aging
PCA Stands for you
Goals
To communicate the services provided by PCA to Aging Adults in Philadelphia County, their families, and caregivers. The challenge was to execute successful campaign on a limited budget in an expensive media market to a large, diverse audience in a fragmented media universe. Hyper target vulnerable communities to introduce the services within Philadelphia County through effective and efficient creative execution and messaging vehicles.
Tactics
- Produce videos to air on connected Philadelphia TV on top programming viewed by Adults 55+, particularly African Americans. Negotiate sponsorships with 6ABC and on air schedule and “The Art of Aging” as well as the NBC10 “Welcome America 4th of July Celebration”.
- Introduce PCA to highly targeted media channels such as paid and organic social media, as well as programmatic display and video to communicate their services to family and caregivers.
- Partner with community organizations in the African American, Hispanic, and Asian and Senior communities to organically boost the campaign on their social media channels, venues and events.
