Medicare Scam Awareness Campaign
Evil scammers assume seniors are an easy target because they don’t have the know-how to stop scams in their tracks. Centers for Medicare & Medicaid Services (CMS) wants their Medicare users to stay vigilant, avoid scams and tell their friends to do the same. We created a campaign that centers seniors, but not as the helpless victim – as the confident hero. Our heroes are well-informed of common scams, know how to shut them down, and make sure their friends do the same.
Digital + TV campaign project details
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How do we inform Medicare users about common scams and what to do if they encounter one?
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Create a campaign that centers seniors as confident heroes of their community — they are aware of the scams, know how to shut them down, and spread awareness by telling their friends.
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Research showed seniors resent being depicted as helpless, misinformed victims. In order to grab their attention, we needed them feel empowered, confident and connected to community.
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campaign concept + art direction, photography art direction, design
:30s TV spot
I was assistant art director for the spot, overseeing storyboard development and assisting with casting, wardrobe, location scouting and director selection. (I was also Passenger Seat DJ while driving to set, a vital role.)
Aspirational, confident seniors talk about scams in familiar settings so the audience can relate — friends in the kitchen, teammates after a game, video chat between a mother and her extremely proud daughter.
The dialogue describes common scams and showed how to shut down through clever, sassy comebacks.
My main role on set was photography direction. I directed the spectacular photographer Pete Barrett and captured a robust collection of images — both on set and in studio — and created a custom photo library for CMS.
Photography
TEAM: Creative director, art: Ben Mahler / Creative director, copy: Chuck Thompson / Producer: Danielle Rodriguez
TEAM:
Creative director, art: Ben Mahler
Creative director, copy: Chuck Thompson
Producer: Danielle Rodriguez