The Challenge: A recent study of Elder Abuse Prevalence in New York state found that one out of 24 seniors report being the victim of elder abuse. Even more shocking, the abuse often happens at the hands of the victim’s own family, inhibiting them to seek help. The Department for Aging wanted to raise awareness for the issue in hopes of reversing the cycle.
Our Impact: We created a compelling and poignant campaign featuring elders who had been robbed, beaten, neglected or threatened by their own family members. Through intense portraits and short, punchy headlines, we encouraged New Yorkers to call 311 if they suspect abuse or 911 in case of an emergency.