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Philadelphia Corporation for Aging
PCA Stands for you
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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.
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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.
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