Devaney & Associates and client Integrace were recently winners in the 27th annual National Mature Media Awards Program. This program, presented by the Mature Market Resource Center, a national clearinghouse for the senior market, recognizes the nation’s finest marketing, communications, educational materials, and programs designed and produced for older adults.
The winning campaign, titled “I’m Not a Senior,” received a Merit Award in marketing and advertising campaigns for local/state community organizations. The campaign sought to change the culture of aging with one key message: From archaeologists to foreign policy advisors to fashion buyers, the residents of Integrace communities are fascinating, active individuals who prove that at Integrace, age does not define you.
To create the campaign, 24 Integrace community residents were interviewed and photographed. Using each resident’s personal story—and headlines like “I’m not a retiree. I’m a revolutionary.” and “I’m not a senior. I’m a storyteller.”—each advertisement demonstrated that Integrace is a brand that doesn’t typecast anyone because of their age. At an Integrace community, each individual is free to be who they truly are and live the life that is most meaningful to them.
The new campaign, coupled with a new marketing strategy, led to a significant increase in interest in Integrace communities, generating more leads and tours than the previous year.
“The personality of our communities comes down to one thing: our people,” says Laura Breton, Integrace Vice President of Marketing, Sales, and PR. “We felt it would be powerful to make our residents the stars of our ads and allow them to share their amazing personal stories. In the end, we created a campaign that tosses ageism aside and celebrates who people really are.”
The entries were judged by a distinguished panel of mature market experts from across the United States for overall excellence of design, content, creativity,and relevance to the senior market.