The AgeWise Maine Initiative
Maine has six Area Agencies on Aging (AAA), each serving a distinct region of the state. In 2023, the organizations together received a federal grant to conduct vaccination clinics and promote the importance of immunizations for overall wellness to an audience of older Mainers.
They engaged us at the beginning of the outreach effort to create a cohesive brand for effective statewide messaging. The ideal brand would encompass all six organizations while also allowing for effective regional messaging to elevate the recognition of individual AAAs as local health and wellness resources.
WIth the extensive reach of this campaign, from the urban centers of southern Maine to the rural pockets of Aroostook County, we also knew a multi-pronged, varied approach to outreach would be needed.
To accomplish these goals, we crafted an entirely new brand identity, AgeWise Maine, bringing together visual and language elements to convey a positive, active, and encouraging message to the target audience: Mainers 60+ and people with disabilities.
Under the umbrella of this new brand, we developed an integrated education campaign that includes the following elements:
• Brand Identity, Tagline, Logo and Brand Guide
• Website
• Branded Template Resource Kit
• Statewide PSA
• Digital and Print Advertising
• Communications and Earned Media
Each of the campaign assets was created after a significant amount of research. From the website domain name to the words used in collateral, we intensively looked into the language element for this brand and outreach package. As part of this process we held conversations with interested parties beyond our clients who work with older Mainers to discuss the best way to persuasively speak to the target demographic.
Additionally, recognizing the need to reach new Mainers, we had the resource kits translated into several different languages.
The website our team created for the AgeWise campaign serves a dual purpose – informing the public while driving the efficiency and functionality of the campaign. Each individual AAA has a log-in for accessing the templated resource set and can tailor it as needed for their local purposes. For the public-facing design, ease of use for the target demographic was a key consideration. The team designed, developed, and launched it to ensure it was available for the timely seasonal messaging around immunizations.
