A PLACE FOR MOM

BUSINESS PROBLEM

A Place for Mom, the leading online senior living advisory service, needed help navigating market challenges coming out of COVID-19, which had seriously affected the senior living industry.

STRATEGY

Uncovered that an overwhelming number of senior living decisions are made by female caregivers of aging parents. Targeted the messaging to these caregivers, positioning A Place for Mom’s advisory service as uniquely structured to ease their specific burdens with unbiased guidance. By personalizing the emotional process of transitioning loved ones through real-life stories, A Place for Mom would resonate deeply and stand out in the market.

CREATIVE EXECUTION

The campaign reflects the personal experiences of moving loved ones to senior living—concerns about somewhere that can manage memory loss, isolation, and urgent care needs—celebrating caregivers’ uniqueness across broadcast, digital, social, and print media, leading to a full identity refresh for the brand.