A lottery-funded wellbeing project aimed at over-55s in Stafford Borough and South Staffordshire to combat rising loneliness post-COVID.
The brief: hit registration targets within two years.
The challenge wasn’t just reaching this specific demographic—it was motivating them to actually engage. How do you cut through to an audience often digitally disconnected and convince them to attend community events?
Rather than generic community event branding, flagship events were given their own visual identity to the flagship event. For example, the Bluebird Belles, a 1950s retro wartime singing act, were communicated out with identity that matched those from time period.
The strategy was emotional targeting. For this demographic, the 1950s represented formative years—nostalgia, comfort, excitement. I designed every visual touchpoint to evoke that era, creating an immersive experience that would spark emotion and drive action.
Each event received individual poster designs rather than templated formats. The visuals weren’t just promoting events—they were creating anticipation and connection.
Campaign Design:
Project Management:
Target exceeded: Registration goal achieved in 14 months—10 months ahead of the two-year deadline, reaching near 200% of original target within the two year time period.
Engagement success: Average attendances for each event grew by an average of 40%.
The campaign demonstrated that when visuals authentically connect with an audience’s lived experience and emotions, they don’t just inform—they motivate action.