The Elderly Pennsylvanians Deserve Honor and Respect, Not Abuse program, which was a well-developed and carried out social marketing program which instill respect for elders in their audiences, something that I personally believe to be very important. According to the source, “when Pennsylvania’s Department of Aging decided to target African American, Hispanic, and rural elderly for outreach, they hired an advertising firm, Beach Advertising, to plan and carry out a campaign. Focus groups with members of the targeted groups revealed that seniors responded most favorably to messages that promoted respect and dignity rather than evoking sympathy or fear. “Elderly Pennsylvanians Deserve Honor and Respect, Not Abuse,” became the keystone of the campaign. Drawing from its findings and experiences, the department produced a Manual for Implementing Elder Abuse Prevention Media Campaigns for Special Audiences.” By developing such a thorough program and conducting market research, this program was able to incorporate the elder’s point of view all while getting the message across to its audience.
Image credit: The Center for Advocacy for the Rights and Interests of the Elderly (CARIE) http://www.carie.org/