Along with my partner, Art Director Rachel Kennedy and Accounts Manager Thomas Fancy, we created a campaign for Hazelton Place, an upscale Toronto retirement home.
We wanted this campaign to speak directly against the stigma that retirement homes were comparable to nursing homes, and especially at a home designed for the elderly with significant means.
Our insight arrived quite early on, the only battle was how we would showcase the concept. We didn't want to pretend like these people weren't old, we didn't want to patronize, we instead wanted to say that old age brings with it amazing stories that you can share with others in a similar situation.
Another question we faced was our target. We know that many retirement homes target the children, to get them to suggest the concept to their parents, however, especially when dealing with senior who were once powerful moneymakers, talking to others about their future was also on the lines of patronization. We respect enough to target directly to the senior who is still in charge of his own life.