AUDIO
Billboards planted the seed that preparing for an emergency was empowering.
Print showed older adults in charge of their own safety, smartly preparing for whatever comes knocking.
failing to plan is planning to fail
U.S. older adults aged 65-80 are a testament to resilience. But their grit and experiences lead them to undervalue the importance of preparation. We needed something that would grab their attention. And so we created our campaign "Un-planification," which explains the result of procrastination and lack of planning. It encourages older adults to take proactive steps to stay safe from the unexpected forces of nature and rewrite their stories so they have better ones to tell.