York County Community Foundation’s Embracing Aging Initiative
York County Community Foundation’s Embracing Aging Initiative
Disruptive Campaign to Change Attitudes on Aging in York County
Disruptive Campaign to Change Attitudes on Aging in York County
Our Challenge
Ageism is the only remaining socially sanctioned prejudice in society and it impacts how people experience aging. Our client wanted to improve attitudes on aging and reduce barriers to aging well in York County.
“[Suasion’s] passion for gaining a deep understanding of our mission, along with their upmost
professionalism, expertise, and flexibility, made partnering with them a pleasure. We were impressed
with their approach and straightforward recommendations to addressing our need.”.”
Cathy A. Bollinger, Managing Director
York County Community Foundations’ Embracing Aging
Our Influence Strategy
It is much easier to build awareness regarding an issue than change people’s behaviors and attitudes. After Suasion obtained a top-level understanding of the situation, we conducted a deep analysis which included determining the audience’s current beliefs, values and perceptions. The optimal influence strategies were identified and became the foundation of the communications strategy and plan.
Suasion employed a disruptive campaign that flipped common ageism statements like “I’m having a senior moment” and “She looks good for her age” into statements of empowerment and value like “THIS is my senior moment” and “I look good. Period.” We influenced emotions by aligning with people’s values and their desires for community (to be a vibrant place) as well as for self (sense of purpose and
relevance). We provided specific action items that communicated a clear path for change and showed momentum toward reaching the goal by creating a movement.
Our Results
York Countians have been influenced to take action and join the movement which continues to build across the county.
The campaign launch generated significant media coverage in the York market including the York Dispatch and the York Daily Record. In addition to a WITF radio interview on “How Pervasive is Ageism,” the Embracing Aging initiative received national coverage from the American Society on Aging.
Our Services
- Influence Strategy and Planning
- Media Relations
- Social Media Strategy & Content
- Videography
- Website Strategy & Content
Embracing Aging Launch Video
Embracing Aging Media Relations
Embracing Aging Campaign Webpage