Project · Community Services ·
Community Care Provider
Developed and ran an advertising strategy and campaign to promote a digital literacy program for older residents. The approach required careful audience research to understand digital behaviour patterns among the target demographic, followed by platform selection that prioritised accessibility and reach over engagement metrics. Created all campaign assets, copywriting, and digital ads with messaging specifically crafted for an older audience unfamiliar with digital services. Delivered post-campaign reporting that demonstrated complete event capacity achievement.
Reach and accessibility first, clicks second.
The situation
A community care provider running a digital literacy program for older residents, needing to fill it. The campaign had to reach people through digital advertising precisely because they were not yet confident with digital services.
The constraint
Standard campaign optimisation would have worked against the goal. Engagement metrics reward the audiences most comfortable online, which is the opposite of who this program was for. Platform selection and creative both had to prioritise accessibility and reach, accepting weaker-looking engagement numbers as the cost of reaching the right people.
What changed
Every seat was filled. The messaging was written for an audience unfamiliar with digital services rather than adapted from copy aimed at everyone else, and the post-campaign reporting showed the capacity result plainly enough to justify the approach for future programs.