united way
Area agency on aging (aaa) and volunteer income tax assistance (vita) advertising campaigns
Background
The University of Texas at Arlington’s Advertising Campaigns course partnered with United Way of Tarrant County to create 2 campaigns for two program areas - the Area Agency on Aging (AAA) and the Volunteer Income Tax Assistance (VITA) programs.
United Way of Tarrant County aims to provide leadership and harness resources to solve Tarrant County’s toughest social challenges.
about
unite 2 know the way
Our 5-person agency, AdValue, developed the ‘Unite 2 Know The Way’ campaign. This campaign houses both AAA and VITA’s respective campaigns under a unified vision to connect Tarrant County residents to resources they may need.
AAA’s “Access = Success” campaign aims to highlight the success of the program’s most sought-after services to the broader public and Spanish speaking community. The primary objective was to increase the number of calls received by 10% by the end of 2024.
work
access = success
The creative recommendations, executions and deliverables included:
- 3-panel educational brochures (English and Spanish) that outlines services provided by AAA & how to get into contact.
- Testimonials housed on owned social media platforms to establish credibility, since our research found that most older adults have an inherent distrust of government entities designed to help them.
- A mall walking group for older adults, their caregivers, and friends and family.
This campaign was inherently awareness-driven, since lack of awareness for the Area Agency on Aging was its biggest marketing pain-point. We set out to leverage the program’s most successful form of advertising, word-of-mouth, while also solidifying brand recognition with the United Way affiliation.
Sample press release announcing the United Way Walkers program.
The 3-panel brochure was created to be placed in doctor’s offices located in zip codes of Tarrant County with a 15% or more population of aged 65+ older adults.
AAA’s most successful form of advertising is word-of-mouth. We developed these brochures to ensure we capitalized on this by targeting the consumer directly in a key market.
Mockups of the social media testimonials included the phone number to the Tarrant County Aging and Disability Resource Center. Although not a part of United Way, this number is the primary point of contact for potential users who are interested in AAA’s services.
Finally, AdValue developed the United Way Walkers program - a mall walking group for older adults, their families and friends, and caregivers.
This program aims to achieve a few things.
First, it serves as a way for AAA to establish itself as an entity that cares about its community’s health.
Second, leverage word-of-mouth advertising through branded merchandise, which was mentioned in various client briefings as the most effective advertising for the AAA program.
Finally, these pieces of merchandise will be paired with the previously brochures with the ADRC number to contact them if they need AAA’s services.
