AFFIRM Works with Wisconsin’s Aging and Disability Resource Centers to Launch First-Ever Statewide Awareness Campaign
Campaign supports new toll-free ADRC phone number, searchable resource directory and outreach efforts
(Pewaukee, WI) AFFIRM Agency, a leading full-service marketing communications firm planned and executed the first-ever statewide marketing campaign to increase awareness among Wisconsinites of the state’s free aging and disability resource centers (ADRC) and Tribal partner agencies. Developed in just four months, the marketing campaign also helped to support the rollout of a new ADRC toll-free phone number and searchable resource directory offering streamlined connections to local ADRCs.
Available in almost every county in the state, for 27 years Wisconsin’s ADRCs have offered a “Bridge to Support” to resources and information for older adults, persons with disabilities, their families and trusted influencers. ADRC staff work with individuals to identify and outline next steps in finding resources for housing, benefits, financial planning and more. ADRC services are offered at no charge, and Tribal partner agencies provide specialized services that support the needs of Tribal communities. AFFIRM’s task was to find a compelling, consistent way to share the many benefits of ADRCs and reach a broad audience, provide the communications tools necessary for local ADRCs to use in support of the effort and drive people to engage with ADRCs before an urgent need arises.
Armed with a deep dive into secondary research, AFFIRM tapped into the heart of the people who need the resources ADRCs and Tribal partner agencies can provide, along with the dedication and passion of the staff who serve. In developing the messaging, AFFIRM collaborated with ADRC program leaders to ensure that the campaign employs a narrative free of implicit or explicit ageism or ableism and that universal accessibility standards are applied to campaign materials.
“In addition to AFFIRM’s 40-years of experience in behavioral change and public service campaigns, our team is also becoming more and more knowledgeable about the importance of creating accessible messaging that can reach and be received by everyone, regardless of ability, age or other factors,” said AFFIRM Agency President Danny Mager. “We are proud to be a part of the ADRC and Tribal partner agency awareness campaign and believe strongly in the mission to make sure everyone knows about this incredible resource in Wisconsin.”
After creating accessible and uplifting messages and a strong call to action, AFFIRM determined how to effectively communicate to these groups within Wisconsin. Based on a thoughtful, data-driven, measurable approach designed to stretch the budget as far as it could go, the agency created a comprehensive media strategy and statewide campaign, including TV commercials, radio, online video, static and animated banner ads, outdoor advertising, collateral, and paid social media. AFFIRM also produced an informational video with enlightening testimonials from ADRC and Tribal partner agency customers and staff.
Put together in just four months, the campaign launched in March 2025 and initial reporting shows that in just the first two months, calls to the toll-free number and visits to FindMyADRC.com have increased on an average of 35 percent. Local ADRCs and Tribal partner agencies are making use of the toolkit materials for their own education and outreach efforts. The campaign reflects the resilience, independence, and connection to community that ADRC customers feel when they receive the support of objective, professional assistance to make informed choices based on their personal beliefs, values, and circumstances.
AFFIRM is a full-service marketing communications agency with expertise in social marketing and behavior change campaigns that positively impact public health, transportation, social causes, as well as product marketing and consumer influence. Headquartered in Pewaukee, Wisconsin the agency serves local, regional and national clients in Business-to-Business and Consumer markets. For more information, call 262-650-9900, or visit www.AFFIRMAgency.com.
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